Lebanon’s area is ranked 170th on the planet (CIA, 2014). It is smaller than the size of Connecticut, one of the smallest states in in America. Moreover, Lebanon is one of the few democratic countries in the Middle East region. Regarding its economy, Lebanon is really a free market economy and includes a lengthy tradition of laissez-faire economics. Along with its coastal location on the Eastern Mediterranean coast, Lebanon is considered since the central’window’of the Middle East to Europe, North Africa, and the rest of the world. As a result of this, its economy has been through some very prosperous times and was even once called the’Paris’of the Middle East prior to the nation’s 15 year-long bloody civil war which ended in 1990.
Also, although Lebanon is tiny, it can also be one of the most diverse nations in the world. Christians, Muslims, Druze, and other minority sects are spread all over the small nation and even Lebanon’s political system is dependant on sectarian power sharing.
However, this diversity had played a pivotal role in the nation’s problems. This diversity was a required condition of the country’s sectarian civil war and currently plays an important role in its political paralysis, although other factors (mainly foreign) are the culprit as well. smm panel There’s currently no acting President and the country’s rival political parties keep bickering and preventing rather than facilitating the country’s development.
Furthermore, Lebanon’s proximity to Israel has caused it to be a foreign policy/proxy battleground for foreign nations, each using Lebanon for its own selfish ends.
The sad political realities of the country have significantly hurt the country’s economy. Also, since Lebanon is really a service-based economy, this specific sector has brought the biggest hit.
Tourism plays a significant role in the nation’s economy. According to the Lebanese Ministry of Economy & Trade (MOET), “Tourism has for ages been one of Lebanon’s leading economic sectors” (Economic Research Unit, 2010).
Furthermore, The World Travel & Tourism Council estimated that the travel & tourism sector in Lebanon contributed over $4 billion dollars in 2013 (World Travel & Tourism Council, 2014).
The travel & tourism sector made up about 10% of the economy in 2012 but that share dropped to 9% in 2013 (ibid, p. 14). This really is as a result of political situation in the united states as well as some other factors. Moreover, the amount of tourist arrivals in the united states kept decreasing from 2011 to 2013.
Considering that the tourism industry has been somewhat floundering in recent years, the space for error becomes very small for businesses in this industry. The political & economic situations are squeezing tourist-related (TR) businesses in Lebanon. This means that these businesses are forced to accomplish more to replace with increasing losses (or decreasing profits) and with fewer resources. There’s no telling once the political & economic situation in Lebanon will improve especially because the civil war in neighboring Syria shows no signs of abating.
There are lots of ways that Lebanese TR businesses can adapt during this period such as for example implementing downsizing policies and cutting back on marketing & advertising budgets. When economic recessions and tough times affect businesses, the first things to obtain eliminated are often marketing budgets. But especially since TR businesses should do more marketing to replace with lost businesses, this may possibly not be a good idea.
One means to fix this dilemma is to take advantage of Social Media Marketing strategies simply because they cost little to no resources, great for the present economic situation in Lebanon. Social media marketing allows TR businesses to overcome obstacles of limited budgets and decreased business.
During recent years, the positive effectation of social media marketing on business has been extremely high (Kaplan et al., 2010; Stelzner, 2010; Treem & Leonardi, 2012, p. 143; Baker & Green, 2014).
Moreover, Facebook and Twitter fans of a particular brand are much prone to recommend and buy from these brands than non-fans (Cruz & Mendelsohn, 2011). But, we don’t need to make sure of social media’s impact on business through research studies. For social media marketing users, which include over 30% of the world, this simple truth is known. More and more businesses are inserting Social Media marketing tools within their marketing strategies and, in some cases, have even become an integral part of the overall business strategy.
Naturally, one would expect that Lebanese businesses would quickly adopt Social Media Marketing as an integral role inside their overall marketing strategies but this isn’t the case. As it pertains to the Middle East and especially Lebanon, the region is far behind the West in social media marketing usage. Not just that, when it comes to businesses active in the tourism industry, there’s much room for growth. Little investment in technology is keeping tourist businesses from maximizing marketing opportunities given by social media.
The Lebanese tourism industry is not taking advantage of social media marketing tactics even although the advantages of accomplishing so are apparent. This presents a good problem especially because the economy is dealing with a very rough time.
Moreover, Lebanese TR businesses and businesses in Lebanon generally speaking aren’t adopting social media marketing tools while they should. This presents a massive problem in the waste of resources as well as significant missed opportunities as a more substantial target market can be reached via social media marketing enabling businesses that adopt social media marketing tools gain an improved chance of success and prosperity.
Intent behind the research
The fruits and features of social media marketing tools will take significant time to come about in Lebanon if we’re ignorant of the factors that have resulted in the prevention of widespread social media marketing adoption.
Also, so long as no study switches into the problem of effectively implementing a social media marketing campaign in the Lebanese context, many TR businesses might be lost even if they choose to adopt social media marketing tools.Business Read More