Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing

Facebook is a popular social media platform used by both the demand and the supply sides of the tourism industry. Since there is a huge amount of information on the Internet, which can lead to information overload, individuals tend to apply the principle of least effort in attempting to obtain useful information as quickly and easily as possible. One of the easiest ways to retrieve travel information is by visiting the Facebook pages of destinations. This study investigates the foundations of the usefulness of Facebook Statistics: in particular of likes on DMO Facebook pages as a potential predictor of tourism demand, in addition to previous arrival numbers. In- and out-of-sample results show that the DMOs of Graz, Innsbruck, Salzburg, and Vienna can already utilize likes as an expedient leading indicator for demand, albeit not the only one. These findings are recommended to be incorporated into the DMOs' marketing efforts.