Investigating the use of social media in regional tourism marketing: a case study
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Authors
Du Plessis, N and Ntini, S
Issue Date
2025-10-14
Type
Other
Language
Keywords
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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.