Factors Influencing Utilisation of Information and Communication Technologies Among Micro, Small and Medium Tourism Enterprises in Moshi Municipality, Tanzania

Abstract

The utilisation of information and communication technologies (ICTs) in micro, small, and medium-sized tourism enterprises (MSMTEs) has significantly enhanced their competitiveness locally and internationally. Through a review of existing literature, it was revealed that there is a dearth of empirical researches conducted in Tanzania focusing on ICTs utilisation among MSMTEs. This study therefore aimed at narrowing this knowledge gap by employing the T-O E (Technological, Organisational, and Environmental) and the UTAUT 2 (Unified Technology Acceptance and Use Theory) theories to investigate factors influencing ICTs utilisation among MSMTEs in Moshi Municipality. Specifically, the study intended to examine the individual, technological, organisational, and environmental factors influencing ICTs (social media and website) utilisation among MSMTEs in Moshi Municipality. The study adopted a cross-sectional research design, utilising a stratified random sampling technique to select a sample of 205 respondents from MSMTEs in Moshi Municipality. Self-administered survey questionnaires and interviews were employed as methods for data collection. Multiple regression model, descriptive statistics and thematic analysis were used to analyse data. The findings indicate that eleven key factors; perceived trustworthiness (PT), Perceived behaviour (PB), top management support (TMS), organisation resources (OR), organisational proximity (OP), perceived relative advantage (PRA), perceived usability (PU), perceived lower security risks (PLSR), perceived pressure from customers (PPC), perceived competitive pressure (PCP) and external support (ES) have a significant positive influence on ICTs utilisation among MSMTEs. However, one factor, perceived price value (PPV), was found to have a significant negative influence on ICTs utilisation. Recommended practical actions derived from these findings include fostering positive attitudes toward ICTs, promoting awareness of their benefits, enhancing privacy and security measures, simplifying ICT tools, and providing sustainable support and resources through financial incentives, ICT infrastructure development, and training. Stakeholders such as MSMTE owners, policymakers, technology vendors, and trainers are encouraged to collaborate in implementing these strategies to foster ICTs integration, drive digital transformation, and enhance tourism competitiveness in Tanzania.