Social Media Marketing for promoting tourism: The case of travel agencies in Kenya.

Abstract

The marketing of tourism services through social media has become an urgent requirement and a fundamental requirement in light of the developments that have taken place in the tourism industry. This is necessary to increase its contribution to the marketing of travel services, develop the tourism sector, and make the most of the numerous opportunities that are presented by social media. The purpose of this study was to investigate the degree to which t agencies in Kenya may profit from the utilization of social media in tourism marketing. A quantitative methodology was utilized for the research, and the tourist agencies found in Kenya made up the universe of the investigation. A data gathering tool, the questionnaire was distributed to all of the respondents. A statistical software was used to do the analysis on the data. According to the findings of the study, there is no significant connection between travel agencies that use social media more or less in tourism marketing, having a special section for social media marketing, the audience they are trying to reach, and the fact that they collaborate with a marketing firm that specializes in a particular field.

Keywords: Tourism, social media. Marketing, travel, promotion