Content analysis of social media marketing by outbound tour operators

Гадаад аяллын тур операторын нийгмийн сүлжээний маркетингийн агуулгын шинжилгээ

Abstract

This study examines the social media marketing strategies and their effectiveness among Mongolian outbound tour operators using a content analysis approach. As Mongolia’s outbound travel market continues to grow rapidly, digital marketing has emerged as a crucial channel for building customer relationships, enhancing brand value, and sustaining competitive advantages. The study analyzes the reach, engagement, interaction, and potential purchase impact of 2,110 “Facebook” posts published by 15 outbound tour operators between January and April 2024. The findings reveal that most tour operators rely heavily on high-frequency, repetitive static posters and text-based content, while lacking interactive, storytelling, and user-centered materials capable of stimulating active audience participation. High posting frequency was found to correlate with lower engagement and reduced effectiveness. In contrast, tour operators employing low-frequency but high-impact advertising campaigns or producing high-quality, targeted content demonstrated significantly stronger effectiveness per post. The analysis also shows that follower count is not directly associated with engagement - smaller but active tour operators perform better than larger pages with passive audiences. Overall, the results highlight the need for Mongolian outbound tour operators to prioritize user segmentation, content quality, brand narrative development, and sustained audience relationships in order to improve their social media marketing performance. Further research involving tour operators serving both domestic and international markets is recommended to assess digital marketing effectiveness within the Mongolian tourism industry and to develop a more user-centric strategic model.