The Role of Social Media, User Generated Platforms and Crowd Sourcing in the Development of Tourism Destinations

This research paper explores the role of social media, user-generated platforms, and crowd sourcing in the development of tourism destinations. It analyzes 50 papers from the highest cited journals in the last 5 years to identify trends and gaps in implementing new technologies in tourism. The results can be used to formulate public policies and strategies for tourism development.

Vol. 6(4), pp. 30-38, June, 2015
DOI: 10.5897/JHMT2015.0144
Article Number: 924D05B53147
ISSN 2141-6575
Copyright © 2015
Author(s) retain the copyright of this article
http://www.academicjournals.org/JHMT
Journal of Hospitality and Management
Tourism
Full Length Research Paper
The role of social media, user generated platforms
and crowd sourcing in the development of tourism
destinations
BOBUR SOBIROV BAKHTISHODOVICH1, OBIDJON KHAMIDOV2, PARDAEV OLIM
MAMAYUNUSOVICH3, SERGIO RAMOS-RAMOS4, MUKHAMMADKHON SOLIEV
BOBIRSHOYEVICH5, BAKHODIR NEGMATOV MUKHAMADAMINOVICH4
1Service and Tourism Department, Samarkand Institute of Economics and Service, Samarkand, Uzbekistan, Asia.
2Service (tourism) Department, International Tourism Faculty, Tashkent State University of Economics,
Tashkent, Uzbekistan, Asia.
3Faculty of Statistics and Management, Samarkand Institute of Economics and Service, Samarkand, Uzbekistan, Asia.
4Department of Economics and Business Administration, University of Las Palmas de Gran Canaria, Campus de Tafira,
Edificio de Empresariales, Las Palmas de Gran Canaria, Canary Islands, Spain.
5Faculty of English Philology, Samarkand State Institute of Foreign Languages, Uzbekistan, Asia.
Received 16 March, 2015; Accepted 19 April, 2015
The paper aims to investigate the status and progress of scientific research and innovation in the
tourism industry, with special reference to studies that have been conducted on tourism destinations
and social media channels. The research involved the analysis of 50 papers in the last 5 years from the
highest cited journals, regarding methods and benefits of adopting new technologies on tourism
destinations. This article makes an overview of the selected theme and lists the major research topics
on implementing social media, user-generated contents and crowd sourcing for the development of
tourism destinations. Moreover, it deliberates on the diffusion of user-generated technologies, explores
most popular media channels, and names academic journals which published the selected papers in
this context. The results serve to point out major trends and gaps in which to focus future research on
this topic and also they might be useful in formulating public policies and strategies in the development
of tourism destinations.
Key words: Crowd sourcing, DMO, social media, user-generated context, tourism.
INTRODUCTION
The tourism sector is one of the most important economic
activities in most countries worldwide. Its direct economic
impact has significant influences on their GDPs.
Tourism’s total contribution to the global economy rose to
9.5% of global GDP (US $7 trillion),not only outpacing the
wider economy, but also growing faster than other
*Corresponding author. E-mail: [e-mail]
Author(s) agree that this article remain permanently open access under the terms of the Creative Commons
Attribution License 4.0 International License

significant sectors such as financial and business
services, transport and manufacturing. In total, nearly 266
million jobs were supported by Travel and Tourism in
2013 - 1 in 11 of all jobs in the world (Turner, 2013).
Based on World Tourism Barometer (‘World Tourism
Barometer.pdf’, 2014), international growth in tourist
arrivals was estimated at 5% for 2013; however
destinations from all over the world welcomed some 52
million additional tourist arrivals, rising in total to 1,087
million up from the estimated 1,035 in 2012. The year
2014, the UNWTO forecasts 4 to 4.5% growth (‘UNWTO
Annual Report 2013’, 2014).
The growth of Internet and diffusion of new
technologies has transformed the tourism sector in
unprecedented ways, such as social media tools, Big
Data and relevant ones. This provides unique oppor-
tunities and great challenges for National and Destination
Marketing Societies, essentially, keeping pace of a
constantly changing and competitive environment.
The rapid advances of ICT technologies, and their
increasing consequences in tourism have led to an
exponential progress of online communication opportu-
nities. The changing context in travel and tourism should
be presented in the bridge between the demanded needs
and the required information to be fulfilled. The notion of
context is becoming popular and relevant for economic
developing areas thanks to location-based services that
support decision-making on the go. The unique
characteristic of tourism is that it is a place where
experiences are produced and consumed simultaneously
(‘IFIIT, ENTER, 2013). This makes possible the
organization of a new paradigm where both external and
internal tourism provides innovative ideas through
crowdsourcing mechanisms (‘Open innovation’, 2014).
The user integrated contents provide more reliable , up to
date and useful travel required information by means of
the social media and crowd based platforms (Cox et al.,
2009; Prayag, 2009; Prebensen et al., 2010). The social
media platforms generate consumer-generated content
(CGC) through sites such as YouTube, Tumblr,
TripAdvisor, Flickr, Pinterest, gaining substantial popularity
among online travellers (Xiang and Gretzel, 2010).
Typically, in tourism and travelling, the amount of
internal information is not sufficient to allow tourist to
select a destination. The external information available to
potential tourist emanates from various sources like
formal and informal or social environment. The way of
informal database is accumulated with the help of users
while they share information on different platforms.
Crowdsourcing and user-generated contents serve
tourism to gain sufficient sources while categorising them
into unique system. Advances of innovative social media
platforms and Big Data open new possibilities of
opportunities for Destination Management Organizations
(DMOs), in order to make satisfactory accessible files
about offered services. Moreover, officials of tourism are
Bakhtishodovich et al. 31
responsible for the responsibility of supported formal
information, but data stored by user-generated platforms
are hardly censored. Albeit, tourism destinations can
easily accumulate necessary sources by the help of
integration on one purpose.
According to Handbook on E-marketing for Tourism
Destinations (‘Handbook on E-marketing for Tourism
Destinations. World Tourism Organization UNWTO’, 2014),
over the past two decades, Destination Manage-ment
Organizations (DMOs) have explored and learned to
exploit the use of Internet and other forms of electronic
communication. Based on the knowledge of the UNWTO,
the importance of Crowdsourcing and Social Media in
tourism businesses could be classified in the following
categories:
Role of the crowdsourcing and social media in
tourism businesses
1. Transfer “hard information” into motivational content.
2. Distribute information through channels such as
Expedia, Travelocity, Rough Guide, etc.
3. Engage traveller on one-to-one and one-to-many
activities.
4. Make easy two-way interaction between the DMO,
suppliers, and visitors, as well as between users.
5. Find out potential visitors through information content.
6. Facilitate destination or service brand, made possible
by the rapid spread of broadband connections, allowing
users to experience attractive imagery and animation.
7. Simplify visitors in arranging their trip by offering tools
such as ideas, itineraries and route planners.
8. Associate promotional activity through internet
purchasing.
9. Organize cost-effectiveness in conveying information
and products on sale directly, economically and at short
notice to major prospects.
10. Work in harmony with offline marketing activities so
that traffic can be driven in both directions, online to
offline and vice versa.
In this context, the general purpose of this paper is to
undertake a review on the need of social media and
crowdsourcing with the specific purposes describing and
existing experience gained from previous researches
related to tourism destinations. In the final analysis, it
identifies major drawbacks and conclusions, as an
approach to better understand the existing knowledge on
tourism innovation and technology for the further
investigations.
The research on user-generated content, social
media and crowdsourcing in the tourism sector
Goals to achieve
Three specific goals are formulated in this study. Firstly, it

32 J. Hosp. Manage. Tourism
aims to identify academic research articles on the
implementation of new technologies, especially on social
media and crowdsourcing in the tourism destination
accomplished in 5 years period, from 2009 to 2014.
Followed by the analysis of recent evolution on this topic,
the type of academic journals publishing manuscripts on
this research topic, as well as the categories of World
Tourism Organization for the usage of media tools has
been considered in this research. Secondly, it undertakes
a review of the results on the destinations implementing
crowdsourcing adoption and social media tools in their
tourism processes. Thirdly, it aims to critically analyze the
conclusions formulated by previous research on this
topic. Results regarding the first goal will be shown in this
section, while the remaining two goals will be covered in
the following sections.
METHODOLOGY APPLIED IN THE LITERATURE REVIEW
To identify recent academic research on implementation of
crowdsourcing and media channels in the tourism sector, for this
analysis, in April 2014, publications based on Google Scholar
Metrics were categorized into date of publishing along with
contribution to citation counts. The data are composed of 50
selected articles from 6 topic related academic journals in the top
20 most cited publications, according to Google Metrics in the last
five years in tourism.
Four basic search criteria were defined:
(i) in meta-search, the terms “crowdsourcing”, “user-generated
content” or “social media” or combination of these phases were
required to be in the title, abstract or keywords, and the purpose of
above mentioned keywords should be directed to tourism
development;
(ii) the period of publication limited to last five years;
(iii) among document types, just articles published in academic
journals were chosen; and
(iv) Results filtered the articles to only those in English language.
The initial search results generated a total of 68 articles, from which
50 were finally selected for the analysis, having ruled out papers
that were not properly fit to the chosen topic
GENERAL RESULTS OF LITERATURE REVIEW
Year of publication: An analysis of the most popular
publications in Google Scholar metrics, according to h5-
index that is h-index for articles published in the last
comprehensive academic years (2009-2014) suggests
the high distribution of authors, institutions, and publica-
tions at the beginning of the period, especially since
2005. Even other overall interest of topic among
researches has been increasing severely, in the last five
complete academic year, top publications in Tourism and
Hospitality subcategory displayed the most publications
in 2009, with total of 26 papers relatively with 53
institutions and 66 authors. Since 2010, 18 articles out of
50 selected in this study represented more than one third
of the total papers; the next years of period, 6 academic
papers listed on the top most cited articles, that is
noticeable result up to 2014 academic year. Finally yet
importantly, the end of the period (2012-2014) has not
been listed in Top Scholar, as if, it has not gained enough
citations in academic context of authors’ previous
publication rated before.
Academic journal
H-indexes of journals: Journals are often considered to
be reliable sources to help to foster knowledge in a
specific field. We have selected academic journals
according to their last five compete year distribution on
Google Scholar in two category: h5 index and h5-median.
Stated graph provides data about first seven academic
journals among the 20 academic journals that published
in mentioned issue (Figure 1). It could be seen that, for
both conducted categories Tourism Management journal
has the highest rates. Like second, most indexed
publication seen “Annals of Tourism Research” that
presented 40 for h5-index and 53 for h5-median. The
distribution of other periodicals showed almost the rate
for h5-median, also for h5-index, they got not vast
difference comparing these five journals.
Factor impact of journals
Based on Web of Knowledge Data Report impact factor,
the Annals of Tourism Research has underlined a factor
value of 3.683; the last five year index value is 3.616,
relatively. The second highest mentioned impact factor is
found in Tourism Management, maintaining a value of
2.571 currently, and, its five-year impact factor is 3.552.
However, other stated journals, like Journal of Hospitality
Marketing and Management and Current Issues in
Tourism, have been listed with 1.692 and 1.307 impact
factor, noticeable rate among Top listed journals in Social
Science Edition (‘Social Science Edition (Summary
2012)’, 2014) and Journal Citation Reports based on
Web of Knowledge.
Distribution of journals
It is evidently seen that, among conducted papers,
Journal of Hospitality Marketing and Management has
meted out 22%, which is more than other listed academic
journals. On the other hand, the second most distributed
periodicals are not significantly diverse according to
annual rate; their papers from Annals of Tourism
Research and ENTER eTourism Conference are 18%,
while Current Issues in Tourism and journal of Tourism
Management have allocated 16 and 15% in proportion of
total number of analysis. Last but not the least, Journal of
Travel and Tourism Marketing has 11 % of its share in

Bakhtishodovich et al. 33
Figure 1. First seven among the 20 academic journals that published this topic.
Table 1. Distribution of Journals.
Papers / 5-year Intervals 2004-2008 2005-2009 2006-2010 2007-2011 2008-2012 2009-2013 2010-2014
Current Issues in Tourism 30 59 91 134 187 202 180
Tourism Management 488 511 528 567 597 650 600
Annals of Tourism Research 260 235 236 255 291 317 288
Times Cited / 5-year
Intervals: 2004-2008 2005-2009 2006-2010 2007-2011 2008-2012 2009-2013 2010-2014
Current Issues in Tourism 2 9 48 134 271 355 276
Tourism Management 1,090 1,621 2,197 2,595 2,665 2,862 2,076
Annals of Tourism Research 595 690 826 924 1,228 1,489 1,227
Citations per Paper/5-year
Intervals: 2004-2008 2005-2009 2006-2010 2007-2011 2008-2012 2009-2013 2010-2014
Current Issues in Tourism 0.07 0.15 0.53 1 1.45 1.76 1.53
Tourism Management 2.23 3.17 4.16 4.58 4.46 4.4 3.46
Annals of Tourism Research 2.29 2.94 3.5 3.62 4.22 4.7 4.26
Based on: Essential Science Indicators, Web of Knowledge database.
overall. According to above-mentioned Table 1, it is
obvious that Tourism Management contributed signifi-
cantly in the 5-year interval, while Annals of Tourism
Research received most citations in the given period.
However, Figure 2, demonstrates slight differences for
the Journal of Hospitality Marketing & Management,
Annals of Tourism Research and Current Issues in
Tourism journals.
Benefits of crowdsourcing and social media
channels in tourism industry
By analysing the results achieved by the selected
academic research articles on the benefits of the social
media and crowdsourcing, three major types of benefits
of user generated content and media tools in hospitality
sector were identified: operational efficiency and

34 J. Hosp. Manage. Tourism
Figure 2. Conducted Journal usage in total.
Figure 3. Most used keywords in top cited papers.
productivity, visitor interaction and brand image improve-
ment, as well as destination management sustainability.
As listed in Figure 3, most used keyword faced for “social
media”, while the second most popular term were “tourist
satisfaction” and “destination branding” in the conducted
research. As well as, Table 2 indicates most cited articles
among underlined ones in analysis, in Google Scholar
platform. In fact, papers from Tourism Management and
Annals of Tourism Research were cited significantly. For
instance, work called “Role of social media in online
travel information search” used widely and cited 319
times. However, second most interesting work- “A review
of innovation research in tourism” which cited 139 times
also considered as a vital investigation on this theme.
Each of these categories of benefits will be described
next (Charlesworth, 2009).
a) Traveller interaction and brand image improvement;
the results of the analysed studies emphasize the greater
influence of tourist interaction and brand image improve-
ment. Guests are the base of a hotel business and loyal
customers are the source of a long-lasting lodging firm.
New technologies can be employed to achieve numerous
improvements in guest services (Namasivayam et al.,
Tourism Management
15%
Annals of Tourism
Research
18%
Journal of Travel &
Tourism Marketing
11%
Current Issues
in Tourism
16%
ENTER eTourism
Conference
18%
Journal of Hospitality
Marketing &
Management
22%
[ИМЯ КАТЕГОРИИ]
[ПРОЦЕНТ]
Destination
Branding
20%
[ИМЯ КАТЕГОРИИ]
[ПРОЦЕНТ]
[ИМЯ КАТЕГОРИИ]
[ПРОЦЕНТ]
[ИМЯ
КАТЕГОРИИ]
[ПРОЦЕНТ]
Tourist Satistaction
20%
Social Media
27%

2000). Offering new services provided by new
technologies would enable firms to keep pace with the
growing desires of customers and help to improve brand
image. For instance, adopting internet technologies
enhance guest interaction with the hotels and increase
online familiarity (Hashim and Murphy, 2007). In-room
technologies such as RFID (Radio Frequency
Identification) solutions and wireless guest communi-
cation would improve hotel guests' experience and
satisfaction. It can directly translate into higher
occupancy rates and revenue per room.
b) Information availability of destination and services:
Even though the acceleration of crowdsourcing and
social media mentioned as a substantial factor for tourism
development (Jopp et al., 2010), it is the second popular
topic amongst the analysed papers in this study.
According to Zapata et al. (2011), community-based
tourism could contribute to development of destination
needed info through different web based and crowd
technologies. Moreover, countries like other parts of the
World, Canada and Australia are already has established
the government tourism networks in the social media and
has been transforming in web platforms (Alam and
Diamah, 2012). Moreover, the role and significance of
destination management need to be categorised and
outlined for the development by the “Handbook on E-
marketing for Tourism Destinations” (‘Handbook on E-
marketing for Tourism Destinations. World Tourism
Organization UNWTO’, 2014).
c) Operational efficiency and productivity; among the
selected categories underlined in analyses, opera-tional
efficiency and productivity was not mentioned more than
previous ones. However, because globalization tourism
businesses have been integrated with ITCs, high
qualified tools like crowdsourcing and interactive
channels are needed to maximize the efficiency and
productivity of services (Hong, 2009; Minnaert et al.,
2011). The use of new technologies could facilitate the
need of information and variety of factors that could make
further incomes for companies. Besides, the use of these
instruments could meet its (perhaps growing) obligations
to guests, suppliers, workers, shareholders, and govern-
ments, and still remain competitive or even improve its
competitiveness in the market place (Hong, 2009;
Inversini and Buhalis, 2009; Lemelin et al., 2010)
Major conclusions by previous research on
crowdsourcing and social media
In order to provide an overview of the common
conclusions, out of 50 already chosen publications on the
social media and crowdsourcing related ones, twenty-five
papers have been considered. After generalization of
conclusions, five specific categories of conclusions are
recognized as the most common among the selected
Bakhtishodovich et al. 35
academic articles.
Among the twenty five selected paper, four of them
indicate the importance of the crowdsourcing and social
media in the DMOs (Haugland et al., 2011; Alegre and
Garau, 2010; Bosangit et al., 2009; Yoo and Gretzel,
2009). Most of the authors have modified the outcomes
of social media and crowdsourcing in the performance of
the tourism services (Williams and Soutar, 2009; Isaac,
2010; Lemelin et al., 2010; Canadi et al., 2010; Xiang and
Gretzel, 2010; Kim et al., 2009; Dwyer, Edwards et al.,
2009; Tussyadiah and Fesenmaier, 2009; Wong and
Yeh, 2009; Jopp et al., 2010; Inversini and Buhalis, 2009;
Tumas and Ricci, 2009). Results of the Table 3,
demonstrates description of the major conclusions
according authors. It is obvious that “The positive impact
of social media and crowdsourcing contexts for the
performance in the tourism services” stated by most of
authors of the research. The way of the crowd sourcing
tools and social media instruments are considered as
important ones in order to push tourism services and their
promotion perspectives. Therefore, the rest of covered
authors listed positive feedbacks of user-generated
platforms, social media tools and crowd sourcing gears
toward tourism management organizations.
Conclusions and further research suggestions
The objective of this paper was to understand how
widespread the use of ICTs especially social media,
crowdsourcing and relevant ones as a tool for
deployment of tourism industry. In particular, we focused
on the case of some researches related to user-
generated channels, crowdsourcing and social media
instruments implications by analysing the strategies used
on present time. This investigation describes and
compares the existing related literature, and identifies the
major results and conclusions as an approach to better
analyse tourism innovation and technology usage
(Kietzmann et al., 2011).
The outcomes of the analysis on the crowdsourcing
and social media identified three major types of factors
on tourism sector. The result of the analysed studies
reveals that literature has emphasized more on the
greater positive impact of the user generated content on
tourism deployment’s level of the “Traveller interaction
and brand image improvement”. To keep pace with the
rising expectation of guests and to improve destination
brand image, introducing new services provided by the
new technologies are believed to be necessary.
“Information availability of destination and services” was
the second major benefit pinpointed by the selected
papers. Last but not at least, “Operational efficiency and
productivity” was the third major advantage of the
consequence (Cantoni and Xiang, 2013).
The findings could benefit researchers seeking to

36 J. Hosp. Manage. Tourism
Table 2. Most cited articles among underlined ones in analysis, in Google Scholar, 2009-2013.
Title Journal Cites Yr
published
%
total
1 Role of social media in online travel information search Tourism Management 319 2010 21
2 A review of innovation research in tourism Tourism Management 139 2010 9
3 Destination attachment: Effects on customer satisfaction
and cognitive, affective and conative loyalty Tourism Management 129 2010 8
4 Destination and enterprise management for a tourism future Tourism Management 122 2009 8
5 Understanding the relationships of quality, value, equity,
satisfaction, and behavioural intentions among golf travellers Tourism Management 99 2009 6
6 Destination brand positions of a competitive set of near-
home destinations Tourism Management 94 2009 6
7 Mediating Tourist Experiences: Access to Places via Shared
Videos Annals of Tourism Research 94 2009 6
8 The attractiveness and competitiveness of tourist
destinations: A study of Southern Italian regions Tourism Management 93 2009 6
9 Value, satisfaction and behavioral intentions in an adventure
tourism context Annals of Tourism Research 91 2009 6
10 Modelling perceived quality, visitor satisfaction and
behavioural intentions at the destination level Tourism Management 81 2010 5
11 A model of destination branding: Integrating the concepts of
the branding and destination image Tourism Management 75 2011 5
12 Modeling roles of subjective norms and eTrust in
customers'acceptance of airline B2C eCommerce websites Tourism Management 70 2009 5
13 Tourism and social policy: The value of social tourism Annals of Tourism Research 53 2009 3
14 Branding a memorable destination experience. The case of
‘Brand Canada’
International Journal of Tourism
Research 52 2009 3
15 Trust in Travel- Related Consumer Genereted Media ENTER eTourism Conference 37 2009 2
Total cites over the 15 most cited 1548
Table 3. Description of main results of authors.
Major conclusions Authors
The importance of the crowdsourcing and social
media, affiliation in the DMOs.
Haugland et al., 2011; Alegre and Garau, 2010; Bosangit et al., 2009;
Yoo and Gretzel, 2009).
The positive impact of social media and
crowdsourcing contexts for the performance in
the tourism services
Williams and Soutar, 2009; Isaac, 2010; Lemelin, Lemelin et al., 2010;
Canadi et al., 2010; Xiang and Gretzel 2010; Kim et al., 2009; Dwyer et
al., 2009; Tussyadiah and Fesenmaier 2009; Wong and Yeh, 2009; Jopp
et al., 2010; Inversini and Buhalis 2009; Tumas and Ricci, 2009
The positive impact of the social media and
crowdsourcing technologies to make facilitate
tourism brand of destinations
Marzano and Scott, 2009; Zapata et al., 2011; Hong, 2009; Prayag and
Ryan, 2011
The positive impact of the crowdsourcing and
social media for the guest interaction.
Lau, 2010; Minnaert, 2009; Minnaert et al., 2011; Au et al., 2010;
Diedrich and García-Buades, 2009.
investigate in the area of the tourism industry through
open innovation and other associated tools. The findings
also serve as making imagination of the Crowdsourcing
and Social media capacity and its opportunity to discover
different services in this area of economy. It is
recommended that a further study should be conducted
on the use of crowdsourcing and media tools in the
development of tourism board office where the need of

information is urgent. For example, a study will be
performed on Silk Road World heritage destinations that
possess rich history and potential of tourism, where the
need of Crowdsourcing is vital to collaborate with visitors
from all over the world.
Additional research paths and options could be
suggested for future research. More and more, ITB
Berlin and IPK´s World Travel Monitor, “The down-ward
trend for traditional way of tourist integration seems to
have stopped at around 20% cause of 10 % rise of online
booking channels and related internet technologies”
underlined future prospects and the importance of ICTs in
tourism sector (Freitag, 2014). The following investiga-
tions should be conducted, the importance and growth of
tourism in the world economy, together with the
peculiarities of crowdsourcing and social media in the
tourism industry, could also justify the design and
administration of an international survey to collect data
from different visitors. Secondly, there is a need to
develop a greater number of theoretical frameworks that
aim to explain the conditions under which countries could
maximize the benefits of the new way of destination
deployment in many developing countries. In that regard,
results and conclusions of previous research on this topic
should be considered (Della et al., 2013). Thirdly,
possible associations between the new technologies
adoption and innovation, as well as additional factors
other than the industry could be considered, particularly
the type of DMO strategies that are adopted by
destinations and suppliers of tourism businesses as well.
Conflict of Interests
The authors have not declared any conflict of interests.
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