Tourism SME’s Adoption of Social Media Analytics Tools and Technology
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Date
2022-02
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Hospitality, Tourism and Leisure
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
Sustainable Development Goals
This research article was published by African Journal of Hospitality, Tourism and Leisure February 2022, Vol 11
Keywords
Social media analytics, Tourism and SMEs