Abstract

Nowadays people use social media in order to create, share or exchange information, pictures or videos in virtual communities and networks. Furthermore, followers can ‘like’, ‘share’ and ‘comment’ on other people’s content or posts. Obviously, social media sites have an influence on the decision-making process, especially in the tourism sector, which has economic benefits for the country; people utilize social media channels in tourism promotional activities in order to encourage and promote domestic tourism. Hence, this Study aims to investigate how to use social media technology in order to encourage and improve domestic tourism in Oman. Data were collected using a self-administrated questionnaire from individuals who are currently using social media sites and have an interest in domestic tourism in Oman. There are three main findings: 1) there are a large number of people who use social media technology to obtain information about different attractive places they wish to visit in Oman, 2) the majority of the respondents claim that negative experiences posted on social media about a particular destination influence their travel decisions, and 3) many of the respondents indicate that the Ministry of Tourism in Oman should utilize more social media tools such as Instagram, Twitter, etc. in order to encourage domestic tourism. This research has implications not only to the Ministry of Tourism to promote domestic tourism in Oman, but also to Omani people and tourists from other countries who visit or like to visit Oman.

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