Tourism SME’s Adoption of Social Media Analytics Tools and Technology

Q2 Social Sciences African Journal of Hospitality, Tourism and Leisure Pub Date : 2022-02-28 DOI:10.46222/ajhtl.19770720.223

S. Madila, M. Dida, S. Kaijage

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Abstract

The study analysed the current state of the adoption of social media analytics (SMA) technology and tools to tourism small and medium enterprises (SME) in Tanzania and to understand the factors which influence the adoption of SMA tools to tourism SMEs. SMA became the basic technology in understanding and getting insight into social media data. Tourism SMEs are among the users of social media platforms. The researcher carried out the survey in Arusha and Kilimanjaro regions to determine the current state of the adoption of SMA to tourism SMEs. The technology, organization and environment (TOE) framework has been used to determine the factors that contribute to the adoption of SMA. The study finding shows that many tourism SMEs are using social media in their business activities however the adoption of SMA is very low, majority of the SMA are not adopting and using SMA. Technology, organization and environmental factors seem to allow the adoption of SMA to tourism SMEs. The study contributes to the research body of knowledge on the current status of adoption of SMA to tourism SMEs and managerial contribution on the factors to determine when tourism SMEs wants to adopt SMA.

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旅游业中小企业对社会媒体分析工具和技术的采用

该研究分析了坦桑尼亚旅游中小企业采用社交媒体分析（SMA）技术和工具的现状，并了解影响旅游中小企业使用社交媒体分析工具的因素。SMA成为理解和洞察社交媒体数据的基础技术。旅游中小企业是社交媒体平台的用户之一。研究人员在阿鲁沙和乞力马扎罗山地区进行了调查，以确定旅游中小企业采用SMA的现状。技术、组织和环境（TOE）框架已被用于确定有助于SMA采用的因素。研究发现，许多旅游中小企业在其商业活动中使用社交媒体，但SMA的采用率很低，大多数SMA没有采用和使用SMA。技术、组织和环境因素似乎允许旅游中小企业采用SMA。该研究有助于研究旅游中小企业采用SMA的现状，以及管理层对决定旅游中小企业何时希望采用SMA的因素的贡献。

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来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.