The Impact of Social Networking on Tourism Development
Chapter One
OBJECTIVE OF THE STUDY
The main objective of this study is impact of social networking on tourism development.
The specific objective includes:
- To determine the different socio-networking system in hospitality and tourism business operation.
- To identify the challenges of social-network exploration in tourism and hospitality business development.
- To determine the most effective strategy for social networking application in hospitality & tourism industry.
Chapter Two
Literature Review
Conceptual Framework
Concept of Social Networking
A social network is the web of relationships that connect people together. This is an outcome of the networking behaviors mentioned previously. The term “social” is used to distinguish it from other types of networks such as computer or phone networks. This type of relationship could include friendships (purely social), the flow of information or goods between people, business connections, and mentoring, to name just a few. Hierarchical structures in an organization are also a form of a network, but generally a distinction is made between the formal structures and the informal networks. In fact, informal networks are often used to provide the necessary linkages between the formal organizational structures that might have become silos over time. These networks can be the glue that holds the disparate parts of the organization together through personal relationships. Most people will find themselves involved in these overlapping networks at some time or another, participating in these networks for various reasons. One set of relationships might be defined by current job roles, another might be based on trusted relationships for advice and counsel, other networks might be a loose connection based on a common interest, and finally a network might be devoted to purely socializing with friends within the workplace. Supporting and maintaining these networks, therefore, has to enable the underlying purpose of the network, as well as strike a balance between the inclusiveness of being in a network and the exclusiveness of being an outsider. Networks can be very dynamic or stable. Individuals are continually joining or leaving networks based on changing interests. On the other hand, many networks are represented in communities that outlast the organizational structures. They are developed within, and between, the typical organizational structures that are meant to support the normal flow of work. Departments and project teams are formal groupings of people to get the work done, whereas “communities of practice” can be an informal, voluntary network that coalesces around topics of interest. Many social networking behaviors are common to these two different approaches, formal and informal. Social Networking Software There are many terms (some more or less synonymous) that refer to the technology that supports building of social networks. It is the product or service that enables individuals to connect and share. They can help a person build a network, leverage an existing network, or do both. These products and services are typically online (usually provided through the Internet or an organization’s intranet) and usually provide a central location to connect people. Most of these services are driven by Web 2.0 concepts. These concepts include the following: • All users are potentially both producers and consumers of content. • Multiway communications instead of one-way. • Connections between people are managed by the individuals through invitations and sharing of their own personal connections. • Public (more openness to sharing what used to be considered private information, including a bias for conversations in the “public square”). 001_0137000537_ch01.qxp 12/14/09 2:31 PM Page 3 4 Chapter 1 Social Networking Concepts • Self-selected communities (people coalesce around topics of interest and derive their own purpose for being a community). • Voluntary (people choose what information and how much to share). • Less control (governance is by transparency—everyone is watching). Public social networking services often have a niche or an area of focus. Examples include Facebook (started with friendships in academia), LinkedIn (business connections), Friendster, Orkut (social friendships), Flickr (sharing of photos), and YouTube (sharing of videos).
CHAPTER THREE
RESEARCH METHODS
Research Design
This study adopted a Descriptive/simple survey research design. A survey research design according to Osuala (2001) centers on individual and their opinion, belief, motivation and behavior. The design was considered suitable since the study will solicit information from respondents in Hospitality and tourism industry in FCT.
Area of the Study
The study is conducted in FCT, Nigeria.
Population of the Study
The population of the study comprised 400 workers in 50 hospitality and tourism industry in FCT.
CHAPTER FOUR
DATA ANALYSIS, RESULTS AND INTEPRETATION
This chapter deals with the presentation and analysis of data obtained from the administration of the instrument (questionnaire) of the study. The data are arranged following the order of the research questions that guided the study
Chapter Five
Summary, Conclusion and Recommendation
Summary
The study aimed at assessing the impact of social networking on tourism development. The population for the study was four hundred (400). From this, a sample size of one hundred and twenty individuals were drawn using the Tara Yamane formula for random sampling. The instrument used for data collection was structured questionnaire. The questionnaire was administered on Capstone travel and tour, Diplomat travel and tour and Topaz travel and tour. The total number of copies of questionnaire distributed for this study were one hundred (120) while eighty (80) copies of the questionnaire were completed and returned. This was 80% of the total questionnaire administered. The research design adopted was the survey research using percentages 2.5 under decision rule, which was used to assess the different types of social networking, challenges and strategies in hospitality and tourism industry in FCT. The results shows that there are different social networking systems in the tourism industry, there are impact of socio-networking application in the hospitality industry, there are challenges of social-networking application in hospitality and tourism industry and there are most effective strategy for social networking application in hospitality and tourism industry. Finally, it was recommended that for the industry to grow, it should be supported by both the public and private sectors. The industry should develop a good customer relationship through social networking. Government should make sure that the industry is provided with adequate infrastructure and the practitioners should treat their guests with courtesy.
Conclusion and Recommendation
The study helped in understanding that the social networking helps the traveler in making decision and reducing the risk of dissatisfaction as the traveler is pre-assured about the destination through the research done by them at the pre-stage of travelling. As well as there is much scope if more campaigns and marketing is done through the social media. This work is based on a review of studies conducted on the usage of Social networking by tourism organizations and the effect of social networking on the traveler’s decision. For future research, a qualitative tool can be used to analyze Social Media effects as well as ways to promote tourism. It can be backed up with a quantitative study in the form of questionnaire survey to understand how tourist decision can be effected through various social media platforms. Thus, they following were recommended;
Regulation of the Tourism Industry
In the past, there has not been any form of regulation in the industry. It is only now that the regulations are coming in. Like every other aspects of life, people are usually resistant to change. The change in this case is that where there are no rules, the umpire comes and says this is the rule. It may take a while to adapt to a regulated industry.
I don’t think what Nigerian Tourism Development Corporation (NTDC) is doing is out of place. In other parts of the world, the industry is well regulated. Of course, you can question some of the policies but at the end, the practitioners need to sit down with the NTDC to reach a compromise. We need to recognize the fact that NTDC has the power to regulate the industry and the NTDC needs to come up with policies that will not stifle the industry. It should be a win-win situation.
Where regulations come and cripple the industry, then you should expect the practitioners to complain. At the end of the day, I think what to do is for the two parties to sit on the table and work out the best way for the industry to thrive.
Provision of Adequate Infrastructure
The hospitality industry in Nigeria is evolving. I believe in about five years from now, we would have a situation where there would be three or more five-star hotels of the Hilton standard, and that would portend positively for the industry. I know that the industry will do a lot better with constant power supply. You also look at other things that impact the industry. Things like transport (air, road, and water), water supply, security (to allow the inflow of tourists into the country), etc.
This means that the operators of the industry will not be spending extra money in creating those things as power generation because you find out that for you to run any hospitality outfit successfully, you have to make sure you have 24-hour power supply. Since it is clear that the industry is all about functionality, infrastructure and power supply must be basic and functional for you to achieve your target. It is important that the regulatory authorities take note of these.
If Johannesburg and Accra are trying to be the hub of air travel in the continent, there is no reason why the most populous black nation in the world should not have its capital as the hub. Once all they are put together, it would have a multiplier effect on the industry. More people will travel to Abuja. More conferences will be brought to the country, and the industry will be the better for it.
Relationship with customers by engaging more on social networking.
Every guest (customer) deserves courtesy to know the tourism and hospitality industries and its operation. A good industry without social networking in this 21st century will suffer a big loss, everything now is on social media and through social networking you can know your potential customers and customers. Social networking allows you to develop a good relationship where you chat and interact with them and also to know the challenges the faced during the course of their tourism and hospitality and it will prompt him or her to patronize you again. The practitioners should take note of this.
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