@article{10.11648/j.ijhtm.20220601.12,
  author = {Norbert Jay Marbin Tembo and Mushtaq Malik},
  title = {An Investigation of the Influence of Social Media on the Consumer Behavior in the Tourism Industry – The Case of Zambia},
  journal = {International Journal of Hospitality & Tourism Management},
  volume = {6},
  number = {1},
  pages = {8-18},
  doi = {10.11648/j.ijhtm.20220601.12},
  url = {https://doi.org/10.11648/j.ijhtm.20220601.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijhtm.20220601.12},
  abstract = {Tourism has become one of the most important economic and business activities in world economics and business. Many countries have come to realize the impact of tourism on the lives of their people and the country's economy. With the advent of technology over the past twenty years, tourism has seen a massive shift in terms of its definition, application, and consumption. The availability of information has seen a rise in tourism consumption through social nets via the social media platforms that have informed the way people make decisions about their travel arrangements. This paper examines the effects of social media on consumer behaviour in the tourism industry, emphasizing the Zambian Tourism industry. The researcher applied a qualitative research methodology and targeted a sample of 50 respondents who were mainly tourists both local and international with a survey via questionnaire as a means of gathering data. The researcher managed to achieve 100% of the response rate. The research revealed that social media affects the consumer behaviour of tourists in the tourism industry. Almost all respondents responded positively towards the use of social media as a means of information search, sharing, comparison and finally aiding decision making. The research further revealed that the availability of the internet has increased social networking among consumers hence making it easier to share information and experiences. In conclusion, Zambia, being a landlocked country relies on tourism and agriculture as sources of direct foreign investment (DFI) second to copper mining. Therefore, the use of social media has become a common and very important phenomenon among internet users. Zambia as a preferred destination cannot afford to lag in creating a good image about the country, its tourism products, and services online, as this helps shape consumer behaviour in the tourism industry. Many consumers gather, search and share information about different products, brands, and services. This has helped them to make informed decisions and choose that which meets their needs or desires. Social media has therefore become a very important tool for information gathering, sharing, and marketing of goods and services, especially in the tourism industry. Many tourists use social media to plan for their next destinations, as such tour operators, marketers, business tour planners and advisers, and government agencies must work hard in ensuring a positive image is created on different social media platforms.},
 year = {2022}
}

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TY  - JOUR
T1  - An Investigation of the Influence of Social Media on the Consumer Behavior in the Tourism Industry – The Case of Zambia
AU  - Norbert Jay Marbin Tembo
AU  - Mushtaq Malik
Y1  - 2022/04/25
PY  - 2022
N1  - https://doi.org/10.11648/j.ijhtm.20220601.12
DO  - 10.11648/j.ijhtm.20220601.12
T2  - International Journal of Hospitality & Tourism Management
JF  - International Journal of Hospitality & Tourism Management
JO  - International Journal of Hospitality & Tourism Management
SP  - 8
EP  - 18
PB  - Science Publishing Group
SN  - 2640-1800
UR  - https://doi.org/10.11648/j.ijhtm.20220601.12
AB  - Tourism has become one of the most important economic and business activities in world economics and business. Many countries have come to realize the impact of tourism on the lives of their people and the country's economy. With the advent of technology over the past twenty years, tourism has seen a massive shift in terms of its definition, application, and consumption. The availability of information has seen a rise in tourism consumption through social nets via the social media platforms that have informed the way people make decisions about their travel arrangements. This paper examines the effects of social media on consumer behaviour in the tourism industry, emphasizing the Zambian Tourism industry. The researcher applied a qualitative research methodology and targeted a sample of 50 respondents who were mainly tourists both local and international with a survey via questionnaire as a means of gathering data. The researcher managed to achieve 100% of the response rate. The research revealed that social media affects the consumer behaviour of tourists in the tourism industry. Almost all respondents responded positively towards the use of social media as a means of information search, sharing, comparison and finally aiding decision making. The research further revealed that the availability of the internet has increased social networking among consumers hence making it easier to share information and experiences. In conclusion, Zambia, being a landlocked country relies on tourism and agriculture as sources of direct foreign investment (DFI) second to copper mining. Therefore, the use of social media has become a common and very important phenomenon among internet users. Zambia as a preferred destination cannot afford to lag in creating a good image about the country, its tourism products, and services online, as this helps shape consumer behaviour in the tourism industry. Many consumers gather, search and share information about different products, brands, and services. This has helped them to make informed decisions and choose that which meets their needs or desires. Social media has therefore become a very important tool for information gathering, sharing, and marketing of goods and services, especially in the tourism industry. Many tourists use social media to plan for their next destinations, as such tour operators, marketers, business tour planners and advisers, and government agencies must work hard in ensuring a positive image is created on different social media platforms.
VL  - 6
IS  - 1
ER  - 

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