Social media marketing has invented the need to change some of the traditional aspects of marketing. This is an argument made in research studies. It is true that there is a change initiated because of the exposure of the social media, its reachability, magnitude in access and more. Given this background context, the aim of the research is to analyse by means of mixed research methods, the impact of social media on consumer buying behaviour in the tourism industry. Knowing what form of consumer expectations arise with respect to media marketing and how it influences consumer choice will help the tourism industry to improve on their marketing style.
Some of the key research objectives identified are with respect to why the current marketing operational strategies might be lacking in using social media opportunities. Not all tourism operators would have made the transition
To identify the barriers that exist for tourism industry attempting to use social media or alternatively, to understand the challenges that exist for the tourism industry.
To analyse the consumer buying process in the tourism industry, and identify how the social media could positively drive the consumer buying process.