The Role of Facebook in Promoting Domestic Tourism during the Covid-19 Pandemic in Kenya: Case Study of Wanderlust Diaries Facebook Page

Abstract

This research examined the role of the COVID-19 pandemic on Kenya's tourism industry, emphasizing the role of social media, particularly Facebook, in promoting domestic tourism. Focusing on the Wanderlust Diaries Facebook group, which has actively promoted domestic travel in Kenya since April 2020, the study engageds with the group’s Facebook members to gather qualitative data from posts by tourism businesses, travel bloggers, and influencers.The objectives of the study were: to examine the significance of Facebook posts within the Wanderlust Diaries Facebook group in effectively communicating about domestic tourism during the pandemic, to explore the influence that members of the Wanderlust Diaries group had on others' decisions to visit Kenyan tourist destinations during this period and to analyze how posts in this group were utilized as a marketing tool to promote domestic tourism, particularly at a time when the Covid-19 pandemic heavily impacted travel behaviors and choices. Supported by Chaffey’s Theory of Social Media Marketing, the research employed descriptive research design which was appropriate for this study as it enabled the researcher to gather information on the state of domestic tourism in Kenya and how Facebook posts wereused to promote it.The study used interviews to collect in-depth data from 30 participants on Facebook's influence on domestic tourism during the pandemic. The findings revealed that Facebook posts effectively created domestic tourism awareness to followers which led to the interest in visiting the parks and other tourist attraction areas, disseminated information, and marketed the domestic tourism industry even during lockdowns. Businesses can leverage Facebook to promote their services, with posts significantly raising awareness about domestic tourism destinations. In summary, the study demonstrated that Facebook was instrumental in promoting domestic tourism in Kenya during the COVID-19 pandemic, providing valuable insights for businesses on utilizing social media as an effective marketing strategy.