Investigating the use of social media in regional tourism marketing: a case study

Abstract

This article examines the use of social media to promote regional tourism amid the challenges facing the tourism industry. Tourism is an important sector in the local economy, and any innovation that can increase tourism figures must be considered significant. This exploratory, qualitative research investigated how social media is used by SMMEs and the regional tourism office to promote tourism in Kleinmond/Hangklip to benefit the local tourism market. Findings indicated that a limited number of social media channels is used as effectively as possible. Social media is considered an important tool for building and maintaining relationships with industry partners; however, care must be taken to ensure cybersecurity and prevent the misuse of content. Gaps in the regional marketing strategy can be improved with stronger leadership from local government and more coherent industry participation. Future trends include virtual reality to create exciting immersive experiences to market products and regions.