Proceedings of 13th Asian Business Research Conference
26 - 27 December, 2015, BIAM Foundation, Dhaka, Bangladesh, ISBN: 978-1-922069-93-1
The Impacts of Social Branding on Tourism Business -A Study
on Chittagong Metropolitan City, Bangladesh
Mohammad Toufiqur Rahman
The purpose of this article is to find out the impacts of social branding on
tourism business. Using tools like Twitter, Face book, Google, LinkedIn,
Instragram etc., the simple internet users can rate destinations, create content,
write their reviews, exchange experiences, publish their videos and photos etc.
The data has been collected through a structured questionnaire from 20
renowned tourism companies randomly from the different areas of Chittagong
City, Bangladesh. From the correlation analysis it has been found that there is
a positive correlation between all the factors related with promoting business
that has been influenced by the social branding. It also shows that social
branding has most influences over the students group (55%), then towards
couples (25%) and family members (15%) to purchase the tour packages. This
types of customers on the other hand helps to promote the tourism business
by sharing their opinions (45%), posting their tour photos (25%), spots photos
(20%) and the videos (10%) in the social media. From the paired sample test
we see that there has a significant difference between the effects on the
arrangements for domestic & international tours by using social branding and
without using social branding. As a result of the studies on the subject of
social branding in the tourism industry, it would be wise for the organizations to
have a strong presence on social media allowing for consistent and effective
two way communication between themselves and the consumers for
expanding the business and help to attract the new customers as well.
Key Word: Social Branding, Tourism Business, Social Media, Customers.
Field of Research: Marketing
Mohammad Toufiqur Rahman, Assistant Professor, Department of Business Administration, International Islamic
University Chittagong, Bangladesh, E-mail: toufiq_robin@yahoo.com