Impact Of Facebook Promotion On The Decision Making Process Of Tourists:A Case Study Of Panama City

The aim of this research has been to analyse the impact of Facebook through the decision making process of travelers who intend to visit Panama City.Specifically,the research examines tourist behaviour involving Facebook in the decision making phase of the travel experience.Currently Panama City,as tourist destination,doesn't have an updated Facebook account.In order to achieve the aim of the research both quantitative and qualitative methods was used in order to examine the influence of Facebook on tourists' decision making process.The primary data is comprised of 271 surveys completed and semi structured interviews in order to explore how private companies in tourism industry and the Panamanian Tourism Authority use Facebook to promote Panama City.Secondary data has been used to provide the desired framework in decision making process and Facebook promotion.According to the results,Facebook was the most commonly used social media by respondents.The survey results show that respondents are between 25 and 29 years old,employed from United States,Canada,Mexico and Colombia.Also respondents indicated to take into consideration Facebook,family and friends reviews while taking travel decision.Respondents hear about Panama City for first time from Facebook,family and friends.Some recommendations for Panama marketing by Facebook are given at the end of the paper.