POST-TRAVELLING RISK PERCEPTION AND SOCIAL MEDIA MARKETING; INSIGHTS FROM HOSPITALITY AND TOURISM

Abstract

COVID-19 is potentially the most severe risks organizations and governments have faced in the past one year. Which
highlighted many importance areas of research during pandemic.
Design
This study examines the role of social media marketing on consumer buying behavior with contingent role of COVID-
19 perception. However, Risk perception can also increase social media engagement of consumers.
Methodology
The population of this research study is comprises of local and international travelers in Pakistan. The data was
collected from Couchsurfing, it’s a social app consists of both travelers and hosts across the world. This research was
quantitative research and Google-doc based questionnaire was developed and shared on Couchsurfing app.
Findings
Findings of this research study show significant positive impact of social media platforms’ marketing and risk
perception on consumer buying behaviors. COVID-19 perception used as contingent factor between social media
platforms and consumer buying behavior. This research shows hotels/hostel which are actively participated through
social media marketing has gained lots of attraction from the local and international travelers. They are more focused
on information available to their favorite tourism spots even though they were unable to travel during this pandemic.
Therefore, social media platforms played a vital role in creating COVID-19 awareness that with the help of SOPs it is
safe to travel within COVID-19

Originality of the Research
This research study has implications for the managers that organizations must focus on the social media campaigns
that are entertaining, interactive and customized. This would help organizations to engage with the travelers by two
way communication platforms.
Keywords: Post-pandemic travelling, COVID-19 Perception, Risk Perception, Consumer Behavior, Social Media
Marketing, Couchsurfing, Northern Areas of Pakistan