Promoting Tourism in Abu Dhabi using Social Media

66 Pages·2010·1.35 MB·English

Promoting Tourism
in Abu Dhabi using Social Media

A H M E D R A N J H A

Master of Science Thesis
Stockholm, Sweden 2010
Promoting Tourism
in Abu Dhabi using Social Media

A H M E D R A N J H A

Master’s Thesis in Media Technology (30 ECTS credits)
at the Media Management Master Programme
Royal Institute of Technology year 2010
Supervisor was Richard Wahlund, SSE
Examiner was Nils Enlund

TRITA-CSC-E 2010:159
ISRN-KTH/CSC/E--10/159-SE
ISSN-1653-5715

Royal Institute of Technology
School of Computer Science and Communication

KTH CSC
SE-100 44 Stockholm, Sweden

URL: www.kth.se/csc
Promoting Tourism in Abu Dhabi Using Social Media

Abstract
The aim of the research has been to analyse consumer‟s road map to decision making in order to
promote tourism using social media. Methods utilized in the study were survey questionnaires
and semi-structured interviews which are user-centred research methods. These methods resulted
in rich information from the respondents. Besides these methods, an analysis of online social
communities was also conducted.
According to the results, the respondents are regular users of social media as it assists to satisfy
their social, functional and psychological needs. The survey questionnaire results also show that
participants like to travel abroad for vacations and their motives to travel are pleasure-seeking
activities, to explore culture, involve in physical activities and relaxation. Interviews revealed
that participants willing to travel to Abu Dhabi attach high preference to pleasure-seeking adven-
turous activities and culture. The attributes of the destination and consequences of use situation
pointed out by interviewees were comfort and ease in exploring the destination. Besides this, a
social group on Facebook for Abu Dhabi was analysed. One advantage with the group was the
huge number of members. One disadvantage found was the unclear aims and objectives of the
group.
Finally, I have suggested some measures that should be implemented by Abu Dhabi or the com-
pany representing it on social media in the light of theory and my findings. My first recommend-
ation is to increase awareness about Abu Dhabi by using augmentation on Facebook, YouTube
and Wikipedia. These were the most commonly used platforms according to the findings. My
second recommendation is to brand Abu Dhabi as a pleasure-seeking and cultural city in social
media, since these were the primary motivations to visit Abu Dhabi according to the findings.
My third suggestion is to implement Word-of-mouth-impressions on distinct social media appli-
cations as customers highly value word-of-mouth and it is considered to be a crucial source for
decision making. Last but not the least, I have suggested to setup live internet channels. Live
internet channels can be set up of key locations by installing cameras and allowing users to
watch real time activities. This could be taken one step further by incorporating interactive
videos and pictures, making it effortless for customers to acquire information.
The outcome of this study is a road map of consumers making purchase decisions for tourism
and the role social media can play to manipulate it.
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Främja turismen i Abu Dhabi att använda sociala medier
Abstrakt
Syftet med forskningen har varit att analysera konsumentens färdplan för beslutsfattande för att
främja turismen använda sociala medier. Metoder som användes i studien var av frågeformulär
och semi-strukturerade intervjuer som användarcentrerad forskningsmetoder. Dessa metoder gav
rik information från respondenterna. Förutom dessa metoder, var en analys av webbaserade
sociala gemenskaper genomförts.
Enligt resultatet, så använder sig de svarande regelbundet av sociala medier eftersom det hjälper
att tillfredsställa sina sociala, funktionella och psykologiska behov. Enkät resultatet visar också
att deltagarna vill åka utomlands för semester och deras motiv att resa är för njutningslystne
aktiviteter, att utforska kulturen, engagera i fysiska aktiviteter och avkoppling. Intervjuerna
visade även att deltagarna är villiga att resa till Abu Dhabi lägger stor förkärlek till
njutningslystne äventyr-turous aktiviteter och kultur. När det gäller attributen för destination och
konsekvenser, visade resultatet att de intervjuade vill ha en bekväm och lätt upplevelse I sin
destination. Förutom detta var en social grupp på Facebook för Abu Dhabi analyseras. En fördel
med gruppen var det enorma antalet medlemmar. En nackdel däremot var den oklara syften och
mål i gruppen.
Slutligen har jag föreslagit vissa åtgärder som bör genomföras av Abu Dhabi eller bolaget som
företräder den på sociala medier i ljuset av teori och mina slutsatser. Min första rekommendera-
tion är att öka medvetenheten om Abu Dhabi med hjälp av förstärkning på Facebook, YouTube
och Wikipedia. Dessa var de mest använda plattformarna enligt undersökningsresultaten. Min
andra rekommendation är att märket Abu Dhabi som ett nöje att söka och kulturell stad i sociala
medier, eftersom dessa var de viktigaste motiven för att besöka Abu Dhabi enligt
undersökningsresultaten.
Mitt tredje förslag är att genomföra Word-of-mouth-visningar på olika sociala medier ansök-
ningar som kunder värderar högt word-of-mouth och det anses vara en viktig källa för
beslutsfattande. Sist men inte minst har jag föreslagit att installera live internet kanaler. Live
internet kanaler kan sättas upp på viktiga platser genom att installera kameror och möjliggör för
användare att se realtid verksamhet. Detta kan vara ett steg längre genom att integrera interaktiva
filmer och bilder, vilket gör den enkel för kunderna att skaffa information.
Resultatet av denna studie är en färdplan för konsumenter att göra inköp beslut för turismen och
den roll sociala medier kan spela för att manipulera den.

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Preface
The final part of the Master‟s Degree of Science in Media Management at the Royal Institute of
Technology (KTH) is this thesis.
I would specially like to thank my supervisor Richard Wahlund for valuable feedback during the
course work. I would also like to take this opportunity to thank Meredith Carson and Lowela
Ninalga at Action PR Group for providing significant assistance during the work.
I would like to send kind regards to David Baker at Action PR Group for providing me with this
fantastic opportunity to work on this task.
Last but not the least, I would like to thank all the participants who took out time to fill in
questionnaires and participated in interviews.

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Table of Contents
1. Introduction ............................................................................................................................. 3
1.1 Objectives and Goals ........................................................................................................ 4
1.2 Target Group .................................................................................................................... 4
1.3 Problems ........................................................................................................................... 4
1.4 Limitation ......................................................................................................................... 4
2. Background ............................................................................................................................. 6
2.1 Research ........................................................................................................................... 6
2.2 Tourism ............................................................................................................................ 7
2.3 Rossiter-Percy Advertising Planning Grid ....................................................................... 7
2.4 What is Social Media?...................................................................................................... 9
2.5 Rising Trends of Social Media ......................................................................................... 9
2.6 Comparing Social Media with Mass Media ................................................................... 10
2.7 Social Media from a Different Angle ............................................................................. 12
2.8 Role of Social Media ...................................................................................................... 13
2.9 More Satisfied Customers with Social Media ................................................................ 14
2.10 Strengths of Social Media in Tourism ........................................................................ 17
2.11 Importance of WOM .................................................................................................. 17
2.12 Statements and Applications of Social Media ............................................................ 18
2.13 Issues Company May Face as a Supplier ................................................................... 18
2.14 Role of Social Websites in Promoting Tourism ......................................................... 19
2.14.1 Functional needs ..................................................................................................... 22
2.14.2 Social needs ............................................................................................................ 22
2.14.3 Psychological Needs ............................................................................................... 22
2.15 Choosing Destination ......................................................................................................... 23
3. Methods................................................................................................................................. 24
3.1 Work Flow...................................................................................................................... 25
3.2 Online Survey Questionnaires: ...................................................................................... 26
3.3 Semi-structured Interviews ............................................................................................ 28
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3.4 Reliability and Validity .................................................................................................. 28
3.5 Summary ........................................................................................................................ 29
4. Results ................................................................................................................................... 30
4.1 Survey Questionnaire- wide data input .......................................................................... 30
4.1.1 Conclusions of results from the questionnaires .......................................................... 34
4.2 Semi Structured Interviews ............................................................................................ 35
4.2.1 Respondent from Italy ................................................................................................ 35
4.2.2 Respondent from UK .................................................................................................. 36
4.2.3 Respondent from Sweden ........................................................................................... 37
4.2.4 Respondent from Germany ......................................................................................... 37
4.2.5 Respondent is from France ......................................................................................... 38
4.3 Conclusion ...................................................................................................................... 38
4.4 Analysis of Abu Dhabi group on Facebook ................................................................... 38
4.5 Summary ............................................................................................................................ 41
5 Suggestions ........................................................................................................................... 42
6 Future Research .................................................................................................................... 46
References ..................................................................................................................................... 47
Appendix ....................................................................................................................................... 51

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1. Introduction
The purpose of introduction chapter is to understand why this report has been written and what
aims for this thesis are.
Marketing and promotions are changing their dynamics, moving from passive advertisements on
television to new horizons of online social media. Users are becoming more mobile and their
roles are getting active in on going relation with the media. Participation of consumers is
resulting in user generated content which is tapping into new marketing dimensions.
Long established rule of promoting tourism through traditional media is slimming down. Now
clients prefer to collect information online from various interactive webpages and networks
according to their needs rather than driving to a tour operator or agency. By using these social
communities customer not only forms informational networks but social networks are also
developed. These platforms allow potential tourists to collect desired knowledge from several
sources as well as take advantage of other people‟s experience.
The underlying technology of Web 2.0 has led media to set new trends. Social media is its first
prominent illustration which has the potential of spreading information in a contemporary
fashion. It is considered to be a sound tool for marketing and promotions that works by engaging
virtual communities around the brand. The rapid growth of social media has led to a huge
customer base that also makes it possible to target the masses. Besides targeting them, social
media also facilitates companies to develop a personal level relationship with its consumers.
Customers also feel valuable as they feel that control lies with them in this scenario. On the other
hand it also reduces the workload for tourism promoting companies as their burden is shared by
users who can provide desired information to the potential consumers. The facts and data
provided by users to other consumers also strengthen customer‟s degree of trust due to shared
consciousness and a sense of moral responsibility.
However, to ensure that tourism promoting companies deliver maximum value through social
media to the potential clients, their needs must be understood. What information do consumers
look for and to what extent they should be involved? The road map of customer purchasing this
service should be apprehended and value they assign to their priorities should be taken into
account. All brands recognize the need of having a loyal online community which can assist to
exploit user behaviour and understand their purchasing process better. More work is required to
be done to understand consumer behaviour and their purchase actions for tourism using social
media.
This thesis is written on the commission by Action Global PR with office in Dubai.

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1.1 Objectives and Goals
The thesis investigates use of Social Media in promoting Tourism from industry‟s perspective
with user centred research methods. Based on research findings, we will describe consumer‟s
roadmap of making a purchase decision. The road map will function for tourism promoting
companies as a framework on social media to promote their destinations and derive purchase of
vocations.
1.2 Target Group
Target group for this report is aimed at marketing & PR companies for tourism, online travel
agencies, tourism ministries, universities and individuals who intent to promote their local
destinations using social media.
1.3 Problems
Intense augment in customer base of social media has demonstrated its competence and users
belief in it. Social media has the capability to be more than just a network of friends and a casual
chat room. It is a strong marketing and promotion platform and promoting tourism is just one of
its potential strengths. However, the industry needs to know more about its potential clients, their
needs and behaviour and how do they make a purchase decision. The issues we will focus on are:
 Why tourism promoting companies would want to use social media?
 What issues company might face as a supplier?
 Role of social websites like advisior.com and WAYN.com?
 How effective is social media to generate WOM and its importance?
 And finally what is consumer‟s road map to making this decision?
To answer these questions, it is essential to grasp both, the consumer demands and industry‟s
perspective. This thesis will investigate these problems from industry‟s perspective.
1.4 Limitation
This study is not without its limitations. Some limitations to our approach might be caused by the
methods we chose while others could be inherent to the context. First of all, the participant for
answering the questionnaire were chosen through internet which indicates that they were
experienced users, while there is a prospect that inexperienced or less familiar internet
consumers may result in different findings. All the selected interviewees were also students
while the relatively small sample size of both methods also limits the generalizability of the
results to a wider population.
Successfully promoting tourism using social media may not correlate with actual success as it
should be recognized that promoting tourism using social media is a dynamic concept, and the
success depends on various elements outside the control of a destination. It is also beyond the
scope of this study to explore these in any depth.
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