Abstract:
The study focused on assessment of social media marketing avenues toward the
performance of tour guide firms in Moshi Municipality, Tanzania. The study was guided by
four objectives which were; to determine the extent to which tour guide firms have
integrated the social media in their marketing efforts, to examine the effect of social media
on the ability of the firm to diversify its markets, to examine how social media has enabled
tour guide firms to increase sales, and to identify challenges faced by tourism firms on using
social media to improve their performance. The sample size of the study was 80 respondents
from tour guide firms in Moshi Municipality, Tanzania. The collection of data was done
through the employment questionnaire and documentary review. The study found that tour
operators’ presence on Facebook, advertising on Facebook, uploading content, information
trade show, and marketing budget spent on Facebook were successful predictors to increase
of sales and social media training influence performance of tour guide firms in Moshi
Municipality. The use of descriptive statistics showed to what extent tour operator firms
have integrated the social media in their marketing effort. The use of multiple response,
descriptive statistics and linear regression analysis showed the relationship between
independent variable and dependent variables, the analysis revealed the effect of social
media on the ability of the firm to diversify its markets. The study concluded that, the
greatest challenge faced by Tanzania tour operators in using Facebook, as a marketing tool
is an industry wide lack of understanding of Facebook for business. It is hereby
recommended that Moshi tour guide firms should invest time, finances and human
resources to the social media training and continual management of their Facebook pages.
