The usage of social media as a marketing tool in two Southern African countries

Abstract

This research provides empirical evidence for the usage of social media in the marketing of accommodation establishments in two Southern African countries. The usage of social networks in the accommodation sector of these two countries has received little attention in hospitality research. The study finds that social media is used very differently by marketers in the two countries. Marketers of accommodation establishments need to be aware of such differences and not assume that all countries use these media in the same way. The study provides evidence on how social media is utilised by accommodation establishments from a developing country perspective. Its findings are useful not only to marketers but also to researchers in the field of social media marketing, especially in the Southern African region.