Social Media Analytics Tool Usage among Tourism SMEs in Tanzania

Abstract

The study investigated the use of social media analytics tools by tourism SMEs in Tanzania. The study deployed quantitative methodology, where questionnaires were distributed among tourism SMEs to gather data for the study. The study collected 71 filled-out questionnaires, which were distributed using a Google survey. The collected questionnaires were analysed using the Python 3.8 statistical package. The findings of the study show the majority of tourism SMEs are not using social media analytics tools in their business operations. The findings of the study also revealed that tourism SMEs in Tanzania encountered technological challenges, such as the volume of data, variety of data, and analytical skills. Organisational challenges such as a lack of guidelines and, finally, environmental problems such as inadequate infrastructure and knowledge of social media platforms were identified. The study recommends that stakeholders in tourism SMEs provide training about SMA to tourism SMEs as well as improve ICT infrastructure.