Lebanese Tourist-Related (TR) businesses fall far behind the developed world in investing and using SMM. Since there are many benefits of SMM, why is this so? Also, to catch up to the rest of the world, what is the most effective way for Lebanese TR businesses to deploy an SMM campaign? So, it was the studys purpose to find reasons linked to such low investment & use of SMM by Lebanese TR businesses and to help guide these businesses in effectively using SMM. Towards this purpose, the study used in-depth interviews with ten participants from ten different companies. Five companies had high...