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Tourism and Social Media in the World: An Empirical Investigation

Author

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  • Simplice A. Asongu

    (Yaoundé/Cameroon)

  • Nicholas M. Odhiambo

    (Pretoria, South Africa)

Abstract

The study examines the relationship between tourism and social media from a cross section of 138 countries with data for the year 2012.The empirical evidence is based on Ordinary Least Squares, Negative Binomial and Quantile regressions. Two main findings are established. First, there is a positive relationship between Facebook penetration and the number of tourist arrivals. Second, Facebook penetration is more relevant in promoting tourist arrivals in countries where initial levels in tourist arrivals are the highest and low. The established positive relationship can be elucidated from four principal angles: the transformation of travel research, the rise in social sharing, improvements in customer service and the reshaping of travel agencies. This study explores a new dataset on social media. There are very few empirical studies on the relevance of social media in development outcomes.

Suggested Citation

  • Simplice A. Asongu & Nicholas M. Odhiambo, 2018. "Tourism and Social Media in the World: An Empirical Investigation," Research Africa Network Working Papers 18/053, Research Africa Network (RAN).
  • Handle: RePEc:abh:wpaper:18/053
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    Cited by:

    1. Odhiambo, Nicholas M, 2021. "Tourism development and poverty alleviation in Sub-Saharan African countries: An empirical investigation," Working Papers 28930, University of South Africa, Department of Economics.
    2. Asongu, Simplice A. & Uduji, Joseph I. & Okolo-Obasi, Elda N., 2019. "Homicide and social media: Global empirical evidence," Technology in Society, Elsevier, vol. 59(C).
    3. Simplice A. Asongu & Stella-Maris I. Orim & Rexon T. Nting, 2019. "Terrorism and Social Media: Global Evidence," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 22(3), pages 208-228, July.
    4. Alola, Andrew & Asongu, Simplice & Alola, Uju, 2019. "House prices and tourism development in Cyprus: A contemporary perspective," MPRA Paper 101795, University Library of Munich, Germany.
    5. Odhiambo, Nicholas M & Saungweme, Talknice, 2021. "Does international tourism spur international trade in SSA countries? A dynamic panel data analysis," Working Papers 28345, University of South Africa, Department of Economics.
    6. Acha-Anyi, Asongu & Acha-Anyi, Paul N. & Asongu, Simplice A. & Tchamyou, Vanessa S., 2020. "Social media for health promotion: A visual analysis of “TB proof” South Africa's Facebook page," Technology in Society, Elsevier, vol. 63(C).
    7. Odhiambo, Nicholas M & Saungweme, Talknice, 2021. "Does international tourism spur international trade in SSA countries? A dynamic panel data analysis," Working Papers 28345, University of South Africa, Department of Economics.
    8. Nellyn LUTUR & Singgih SANTOSO, 2020. "Relationships between Social Media Promotion, Attention, Interest, Search, Action, and Share of Tourists in Kei Island," Expert Journal of Marketing, Sprint Investify, vol. 8(1), pages 1-8.
    9. Nicholas M. Odhiambo & Talknice Saungweme, "undated". "Does International Tourism Spur International Trade In Ssa Countries? A Dynamic Panel Data Analysis," Working Papers AESRI07, African Economic and Social Research Institute (AESRI).
    10. Nicholas M. Odhiambo & Talknice Saungweme, "undated". "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers AESRIWP08, African Economic and Social Research Institute (AESRI).
    11. Asongu Acha-Anyi & Paul N. Acha-Anyi & Simplice A. Asongu & Vanessa Tchamyou, 2020. "Social media for health promotion: A visual analysis of “TB Proof†South Africa’s Facebook page," Research Africa Network Working Papers 20/065, Research Africa Network (RAN).
    12. Sylvain B. Ngassam & Simplice A. Asongu & Gildas Tiwang Ngueuleweu, 2024. "Social media and the fragility of Africa," Working Papers of the African Governance and Development Institute. 24/034, African Governance and Development Institute..
    13. N.M. Odhiambo & T. Saungweme, 2021. "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers AESRI-2021-08, African Economic and Social Research Institute (AESRI), revised Nov 2021.
    14. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.

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    More about this item

    Keywords

    Social Media; Tourism;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z38 - Other Special Topics - - Tourism Economics - - - Policy

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