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Tourism SME’s Adoption of social media analytics tools and technology

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dc.contributor.author Madila, Shadrack S.
dc.contributor.author Dida, Mussa A.
dc.contributor.author Kaijage, Shubi
dc.date.accessioned 2023-08-23T08:57:11Z
dc.date.available 2023-08-23T08:57:11Z
dc.date.issued 2022
dc.identifier.citation Madila, S.S., Dida, M.A. & Kaijage, S. (2022). Tourism SME’s Adoption of social media analytics tools and technology. African Journal of Hospitality, Tourism and Leisure, 11(1):239-247. DOI: https://doi.org/10.46222/ajhtl.19770720.223 en_US
dc.identifier.issn 2223-814X
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/593
dc.description A full article from Information and Communication Technology DOI: https://doi.org/10.46222/ajhtl.19770720.223 en_US
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher African Journal of Hospitality, Tourism and Leisure en_US
dc.relation.ispartofseries Vol. 11;1
dc.subject Social media en_US
dc.subject SMEs en_US
dc.subject Tourism en_US
dc.subject TOE en_US
dc.subject Technology en_US
dc.title Tourism SME’s Adoption of social media analytics tools and technology en_US
dc.type Article en_US


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