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

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Published Mar 28, 2025
https://doi.org/10.71064/spu.amjr.1.1.2025.337
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Vol. 1 No. 1 (2025): Special Issue - African Multidisciplinary Journal of Research (AMJR)

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Florence Mathanga
St. Paul's University
Susan Mwangi
St. Paul's University
Iddah Wayumba
St. Paul's University

Abstract

This research explored the impact of the COVID-19 pandemic on Kenya's tourism industry, with a specific focus on leveraging research, technology, and innovation in the new economy for sustainable development. It critically examined the role of social media, particularly Facebook, in promoting domestic tourism during the COVID-19 pandemic period. The study is centered on the Wanderlust Diaries Facebook page, which has actively encouraged domestic travel in Kenya since April 2020 by providing a platform for individuals to share their experiences and recommendations. By conducting interviews and analyzing posts from the page followers, travel bloggers, and influencers within the group, the research gathered qualitative data to understand Facebook's effectiveness in communicating and promoting domestic tourism amid the pandemic's restrictions. The study's primary objectives were to investigate the significance of Facebook posts in conveying vital domestic tourism information and to analyze how these posts served as a marketing tool during the of Covid 19 Pandemic period challenges in the tourism sector. Guided by Chaffey’s Theory of Social Media Marketing, the research employed a descriptive research design, allowing for the collection of in-depth data through interviews with 30 participants who are engaged followers and members of the Wanderlust Diaries Facebook page. The findings reveal that Facebook posts played a key role in creating awareness about domestic tourism, influencing interest in visiting local parks and attractions, and effectively marketing the tourism sector, even amid lockdowns and travel restrictions. This research underscores the immense potential of social media platforms, particularly Facebook, to promote tourism, providing valuable insights for businesses on how to utilize such platforms for effective marketing purposes. In conclusion, Facebook proved to be a vital tool in sustaining domestic tourism in Kenya during the COVID-19 pandemic, highlighting the significant value of social media as an effective and efficient marketing tool for the tourism industry in times of crisis.

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How to Cite
Mathanga , F. ., Mwangi , S. ., & Wayumba , I. . (2025). The Role of Facebook in Promoting Domestic Tourism during the Covid-19 Pandemic in Kenya: A Case Study of Wanderlust Diaries Facebook Page. African Multidisciplinary Journal of Research, 1(1), 155–171. https://doi.org/10.71064/spu.amjr.1.1.2025.337

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