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Use of Social Media by National
 Tourism Organizations (NTOs)
           Mridula Dwivedi
       GD Goenka World Institute
            Gurgaon, India
         mridula@gmail.com
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 NTOs
80




70




60




50




40




30




20




10




0
     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

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Dr.Mridula Dwivedi

  • 1. Use of Social Media by National Tourism Organizations (NTOs) Mridula Dwivedi GD Goenka World Institute Gurgaon, India mridula@gmail.com
  • 2. 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
  • 3. 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?
  • 4. 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.
  • 5. 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.
  • 6. 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
  • 7. The Top Platforms • Facebook- 63 • Twitter- 49 • Youtube- 49 • Flickr- 19 • 16 countries used all 4
  • 8. Chart 1: Use of Social Media Platform by NTOs 80 70 60 50 40 30 20 10 0 Facebook Twitter Youtube Flickr Blogs Myspace Tripadvisor Forum
  • 9. 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.
  • 10. Conclusions • Using Original Logos • Not a niche activity anymore? • Facebook, Twitter, Youtube and Flickr emerged as the most popular platforms.
  • 11. Conclusions • Presence may not translate into use. • Parameters for use- Promotion? Interaction? Feedback? Business? Others? • Contests?
  • 12. Thank You • Questions? • More Ways to Connect – http://blogs.gonomad.com/traveltalesfromindia/ – Twitter @mridulad – https://www.facebook.com/traveltalesfromindia