Using Social Media as a Marketing Tool in Sport Tourism Firms

The purpose of this study is to investigate the use of Social Media (SM) as a marketing tool by Greek sport tourism businesses at each stage of the consumer decision making process. Specifically three stages are analyzed, before, during, and after the consumption experience. In total, 20 interviews were conducted with managers of Sport Tourism businesses using a semi-structured questionnaire. The sample was split into two groups, 6 companies that have scientific knowledge of marketing and use it in their strategy (A Group) and 14 firms that treat marketing as a supplementary process that is not very important (B Group). Data was analyzed based on this categorization by using content analysis. Results show that Group A have a specific marketing strategy that includes the strategic use of social media for segmentation, targeting and positioning whereas group B have a passive strategy in the market and wait for customers to come to them. There is no active segmentation, targeting and positioning and they expect the Greek Tourism Organization to promote sport tourism activities. Results show that sport tourism businesses need to use social media strategically in all stages of the consumer decision making process and recruit specialized staff that will handle a social media marketing strategy. Future research can extend the sample, use quantitative methodologies, research different sport tourism activities or events or different types of customers.