Effectiveness of social media marketing for attracting tourists in Bulgarian mountain and seaside resorts
Vasileva, Nikoleta Mariova
Cardiff Metropolitan University
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The study investigates the application of social media marketing in practice as a part of companies’ marketing initiatives. The focus of the research paper is put on tourism industry companies with an emphasis of studying the degree of social media application, its most preferred forms and effectiveness as a marketing tool. A holistic approach of studying the problem is applied with an extensive use of secondary data sources, as well as, collecting primary empirical evidence from business owners and customers. The study results shows that social media application in the Bulgarian tourism industry is adequate and companies primarily use Facebook and blogs as social media advertising tools. Through the use of these new tools business improve their customer communication, successfully promote their products and services and manage to establish a better brand image. Yet, improvements are necessary especially when improving the effectiveness of the chosen social media tools and promoting new forms of social media marketing. Customer segmentation and recognising business specifics and needs are to be taken into consideration for achieving the best business results.
MSc Tourism Management
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