Tourism and Social Media in the World: An Empirical Investigation

Journal of Economic Studies, 46(7), pp. 1319-1331 (November, 2019).

17 Pages Posted: 12 Dec 2018 Last revised: 21 Nov 2019

See all articles by Simplice Asongu

Simplice Asongu

African Governance and Development Institute

Nicholas Odhiambo

University of South Africa - Department of Economics

Date Written: May 1, 2018

Abstract

The study examines the relationship between tourism and social media from a cross section of 138 countries with data for the year 2012.The empirical evidence is based on Ordinary Least Squares, Negative Binomial and Quantile regressions. Two main findings are established. First, there is a positive relationship between Facebook penetration and the number of tourist arrivals. Second, Facebook penetration is more relevant in promoting tourist arrivals in countries where initial levels in tourist arrivals are the highest and low. The established positive relationship can be elucidated from four principal angles: the transformation of travel research, the rise in social sharing, improvements in customer service and the reshaping of travel agencies. This study explores a new dataset on social media. There are very few empirical studies on the relevance of social media in development outcomes.

Keywords: Social Media; Tourism

JEL Classification: D83; O30; Z32; Z38

Suggested Citation

Asongu, Simplice and Odhiambo, Nicholas, Tourism and Social Media in the World: An Empirical Investigation (May 1, 2018). Journal of Economic Studies, 46(7), pp. 1319-1331 (November, 2019).. Available at SSRN: https://ssrn.com/abstract=3292427 or http://dx.doi.org/10.2139/ssrn.3292427

Simplice Asongu (Contact Author)

African Governance and Development Institute ( email )

P.O. Box 8413
Yaoundé, 8413
Cameroon

Nicholas Odhiambo

University of South Africa - Department of Economics ( email )

PO Box 392
Pretoria, 0003
South Africa

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