A study on the use of online social media marketing in tourist attractions

The immense growth of the Internet’s use globally has led to the development of online platforms, with online social media sites, in particular, earning great attention in recent years. This report investigates the influences of online social media on the tourism industry, specifically the attractions sector, and the associated managerial implications. Through primary research via survey questionnaires and in-depth interviews with industry experts, this study determines attraction visitors’ reliance on online social media and the ways these consumers research and share their experiences, among other consumer behavioural intentions. In addition, this research focuses on the relationship between online social media marketing and the frequency of visits to Sentosa, an island attraction in Singapore. It is shown that respondents value multimedia, prompt replies and genuine reviews in online social media content, but display less enthusiasm towards company promotions. While the usage patterns of online social media differ between demographic groups, it is consistent that these media channels affect visitors’ impressions of a tourist attraction. A positive correlation also exists between the use of Sentosa’s online social media and attracting first-time visitors, although further research is required to substantiate this relationship. These findings form the basis for recommendations to improve Sentosa’s online social media marketing which include enhancing online visibility, customisation, consistent monitoring, and the incorporation of mobile technologies.BUSINES