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.
