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Tourism and social media in the world: an empirical investigation

Author

Listed:
  • Simplice Asongu
  • Nicholas M. Odhiambo

Abstract

Purpose - The purpose of this paper is to examine the relationship between tourism and social media from a cross section of 138 countries with data for the year 2012. Design/methodology/approach - The empirical evidence is based on Ordinary Least Squares, Negative Binomial and Quantile Regressions. Findings - 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. Originality/value - This study explores a new data set on social media. There are very few empirical studies on the relevance of social media in development outcomes.

Suggested Citation

  • Simplice Asongu & Nicholas M. Odhiambo, 2019. "Tourism and social media in the world: an empirical investigation," Journal of Economic Studies, Emerald Group Publishing Limited, vol. 46(7), pages 1319-1331, November.
    • Handle: RePEc:eme:jespps:jes-07-2018-0239
    DOI: 10.1108/JES-07-2018-0239
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    Citations

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    Cited by:

    1. 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).
    2. 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.
    3. 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.
    4. 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.
    5. Ngassam, Sylvain B. & Asongu, Simplice A. & Ngueuleweu, Gildas Tiwang, 2024. "Social media and the fragility of Africa," Information Economics and Policy, Elsevier, vol. 69(C).
    6. Nyanga Takupiwa, 2022. "The Role of Social Media in Enhancing the Activities of SMEs: Case Study in Gwanda Town," Timisoara Journal of Economics and Business, Sciendo, vol. 15(1), pages 23-34.
    7. Peng, Xue, 2024. "Travel Vloggers on TikTok: Their Distribution and Impacts on Regional Tourism Development," AGI Working Paper Series 2024-14, Asian Growth Research Institute.
    8. Asongu, Simplice & Odhiambo, Nicholas, 2020. "Social Media and Inclusive Human Development in Africa," MPRA Paper 103149, University Library of Munich, Germany.
    9. 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).
    10. 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.
    11. 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).
    12. repec:afa:wpaper:aesriwp08 is not listed on IDEAS
    13. repec:afa:wpaper:aesri-2021-08 is not listed on IDEAS
    14. Nicholas M. Odhiambo & Talknice Saungweme, 2021. "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers 2108, African Economic and Social Research Institute (AESRI).
    15. 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).
    16. 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.
    17. 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.

    More about this item

    Keywords

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    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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