| dc.description.abstract | This research looks into the use of social media in the marketing of tented camps and
game lodges in Masai Mara National Reserve in Kenya, which is the most important wildlife
tourism destination in the country. As elsewhere in the world, the Covid-19 pandemic had a
devastating impact on the tourism industry in Kenya. Tourism recovery is facing additional
challenges in Masai Mara National Reserve with regard to the sustainable tourism development
goals. This study is a descriptive cross-sectional research with content analysis as the main data
collection method. The sample includes 54 permanent tented camps and game lodges located
within and near the Reserve. Their websites and social media profiles were assessed to provide
an insight into the current role of social media in their marketing strategies as well as into the use
of social media for raising the awareness about sustainable tourism. The results of the research
show that major social media platforms are well incorporated into the marketing of these
accommodation facilities. However, the data indicates high variability in the role that social
media has in their marketing strategies. The findings also show that the majority of the camps
and lodges are actively contributing to the awareness about sustainable tourism development in
the region by the means of social media.
Keywords: digital marketing, social media marketing, sustainable tourism | |
