The use of social media marketing in tourism enterprises in Malta

Abstract

This study explores how entrepreneurs are using social media to promote their business and engage with customers. For this purpose, the researcher investigated Maltese entrepreneurs within the tourism and hospitality industry, including, restaurants, accommodation and cab services. Social media has offered an opportunity for entrepreneurs to promote their new business, receive feedback and reviews from customers and achieve a wider global reach that enables them to connect with potential customers. The overarching goal of this dissertation is to explore the use of social media platforms. This study investigates why and how social media is contributing to the organisational performance of the business in financial and strategic terms. For this study, the primary data was gathered through semi-structured face to face interviews with 18 entreprenuers or their designated employees from the tourism and hospitality industry sectors in Malta. This qualitative study sought to uncover these interviewees’ insights, opinions and perceptions of social media marketing. Although interviewees differed in their use of social media as well as in their level of engagement, they did not express conflicting perspectives. This study also reports that most of these entrepreneurs were not following a formal marketing plan as they felt that it could restrain their creativity and flexibility. Moreover, the interviewees have also identified some pitfalls that could limit their social media marketing effectiveness. In the main, the research participants acknowledged that the popularity of social media platforms was gaining ground in the tourism industry. They recognised the need to engage with customers and prospects on these platforms in order to keep abreast with latest social media trends. This dissertation also shows, that entrepreneurs should maintain an interpersonal approach through their social media accounts with potential and existing customers, as well as provide a good customer service, which ultimately elicits positive word-of-mouth publicity on social media networks.