It has been found that the tourist operators have been using two major social media sites; the Facebook and Twitter for the purpose of carrying out their marketing and support their business. The Facebook page is regularly updated with posts that are related to the movie ‘The Lord of the Rings’ (Hobbitontours.com, 2017). The marketers are using the image of this film as a means of marketing the place. The Movie set also has a Twitter account where similar posts are posted. However, the communication between the target consumers and the marketer is very poor.
The tourist operators are using the Facebook platform more frequently than the other one, Twitter. The communication objective is to attract visitors to the Movie set and increase the tourism activity (Twitter.com, 2017). It can be said that the social network is filled with images of the place and it has very less information about the place; although the posts have been convincing enough to attract tourists to the destination. There has not been any such evidence where proper interaction or communication has been made with the audiences or the social media users.
There is no doubt that the importance of the social media and communicating with people using the social media has been increasing. Smart phones and the technological advancement and availability of internet have opened up better opportunities for the marketers to promote their products. People use the search engine to get in-hand knowledge and information on a particular matter (Cuming, 2012). Keeping the similar approach into consideration, many marketers undertake the option of content marketing for the purpose of promoting their product. In addition to this, the usefulness of smart phone apps has also created a benchmark in the marketing process. Thus, the marketers could possibly opt for the launch of an app.
Keeping the situation under consideration, it is highly recommended that the marketers of the Movie set should focus on content marketing. In the view point of Enginkaya and Y?lmaz, (2014), tourists rely on the internet searches and thus, content marketing would bring the most effective result to the marketers. For this, it is expected that if the marketers focuses on the content marketing, it would create more impact on the visitors.
In terms of technological advancement, it can be also recommended that the Movie set launches an app for the users. The app should be made available in the iStore and in the Play Store that the smart phone users could easily use it. All kinds of information including the rate of ticket, upcoming event, any information about personality and other things should be available in the app (Enginkaya & Y?lmaz, 2014). It is expected that if proper methods are used for marketing and promotional technique, the acceptability and the reach of the promotional activity would increase.
Cuming, A., (2012) Hobbiton marketing hopes Retrieved from: https://www.stuff.co.nz/business/industries/6734829/Hobbiton-marketing-hopes [Accessed on: 3-5-2017]
Enginkaya, E., & Y?lmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226.
Hobbitontours.com (2017) Hobbiton Movie Set Retrieved from: https://www.hobbitontours.com/ [Accessed on: 3-5-2017]
Twitter.com (2017) Hobbiton Retrieved from: https://twitter.com/hobbitontours?lang=en [Accessed on: 3-5-2017]
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