Use of Social Media by National Tourism Organizations (NTOs) Mridula Dwivedi GD Goenka World Institute Gurgaon, India firstname.lastname@example.org
Motivation for the Work• Initial motivation from getting a follow from an NTO on Twitter• Academic Review Process/Attitude to Social Media• Lack of Data about NTOs• Lack of Academic Literature on Social Media
Research Questions• What is the extent of the use of social media by the NTOs?• Which social media platforms are used by the NTOs?• Which social media platforms are used more frequently?
Methodology• Largely Searched for Information on the Net• How Many Countries in the World?• We merged UNWTO and the UN list to arrive at 198 countries.• In the end we refined the list to 195 countries.• Then we located NTO/Embassy websites for 195 countries.
Findings• 80 out of 195 (41%) NTOs are already using at least on social media platform.• As there was no data available, we had anticipated it to be a more niche activity.
Findings- List of Platforms Used• Be Local • Plurk• Blogs • Scribd• Facebook • Tripadvisor (Links to• Flickr their Country)• Forums • Tumblr• Koprol • Twitter• Myspace • Youtube• Orkut • WAYN• Plaxo
The Top Platforms• Facebook- 63• Twitter- 49• Youtube- 49• Flickr- 19• 16 countries used all 4
Chart 1: Use of Social Media Platform by NTOs80706050403020100 Facebook Twitter Youtube Flickr Blogs Myspace Tripadvisor Forum
Conclusions• Finding out correct NTO Websites was a task in itself.• Social media information could be buried somewhere on the website.• Social media sites could be available to only some countries.
Conclusions• Using Original Logos• Not a niche activity anymore?• Facebook, Twitter, Youtube and Flickr emerged as the most popular platforms.
Conclusions• Presence may not translate into use.• Parameters for use- Promotion? Interaction? Feedback? Business? Others?• Contests?
Thank You• Questions?• More Ways to Connect – http://blogs.gonomad.com/traveltalesfromindia/ – Twitter @mridulad – https://www.facebook.com/traveltalesfromindia