Browsing by Author "Madila, Shadrack"

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Development of an implementation framework and social media analytics tool for Tanzania's tourism small and medium-sized enterprises
(NM-AIST, 2023-08) Madila, Shadrack
Tourism is among the sectors that contribute greatly to the economic development of many countries. The industry contributes the growth of countries' economies and employment in 2019 it contributed 10.3% of the global gross domestic product and 330 million jobs. Majority of organisations in the tourism sector operate as small and medium enterprises (SMEs). Tourism SMEs prominently use ICT services including social media in their daily business activities. Performing social media analytics has the potential to bring maximum advantage to social media business users as it can provide insights of social media data for added business competitiveness. Tourism SMEs are conducting SMA in their business activities even though there is no framework to govern the process. There is a need for these tourism SMEs to have an implementation framework that governs the implementation and management of the SMA process. This study aims to develop a social media analytics implementation framework and a social media analytics tool for tourism SMEs in Tanzania. The study used questionnaires to survey tourism SMEs in the Arusha and Kilimanjaro regions to determine their social media analytics practices. The study found that majority of tourism SMEs 73% have not adopted the use of social media analytics tools and technologies. The 27% of SMEs that have adopted the use of social media analytics tools perform simple analytics using built-in tools from social media platforms, and don’t have guidelines or procedures to aid the implementation of social media analytics. The study is unique in that, it proposes a social media analytics implementation framework to assist tourism managers in implementing social media analytics in their social media platforms and the social media analytics tool. The framework was evaluated by tourism SMEs and the majority 86.66% agreed that it is appropriate for their usage. The study also introduces the social media analytics tool which will provide insight into the social media data of tourism SMEs. This research contributes knowledge and information about social media analytics to tourism SMEs managers and owners and provides the implementation framework and the social media analytics tool to tourism managers.
A Review of Usage and Applications of Social Media Analytics
(Veritas Publications LTD, 2021-05-28) Madila, Shadrack; Dida, Mussa; Kaijage, Shubi
This paper presents the report of a social media analytics (SMA) review. The review conducted to find out the methods and tools used in social media analytics, types of social media platforms which the SMA are performed and the field which SMA has been performed. Social media contains a lot of user uploaded data in different formats like text, images, photos, video etc. These large volumes of data are converted in meaningful information which can be understood using different methods and tools which are called social media analytics. A literature review of articles published between 2010-2020 has been conducted using articles obtained from reputable databases IEEE Xplore, ACM digital, Emerald insight, Springer Link and Science direct. A number of 44 articles have been selected for review from 110 retrieved papers. The paper has been reviewed according to the study objectives. The study found that SMA tools and techniques which have been used are sentiment analysis, youtube analytics, visible intelligence, IBM Watson tool and predictive models. The social media platforms which were mostly used are twitter, facebook, youtube, trip advisor and blogs. SMA has been observed in different fields like agriculture, politics, health, social and business sector.
Tourism SME’s Adoption of Social Media Analytics Tools and Technology
(African Journal of Hospitality, Tourism and Leisure, 2022-02) Madila, Shadrack; Dida, Mussa; Kaijage, Shubi
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
Tourism SMEs usage of Social Media Analytics as their Business Intelligence Tool
(International Journal of Advances in Scientific Research and Engineering (ijasre), 2022-01) Madila, Shadrack; Marwa, Janeth; Dida, Mussa; Kaijage, Shubi
This study delivers the results of the survey conducted to investigate the tourism SMEs' usage of social media analytics as their business intelligence tool. The study uses the unified theory of acceptance and use of technology (UTAUT) model to investigate the usage of SMA to tourism SMEs. 71 tourism SMEs were interviewed in Arusha and Kilimanjaro regions by filling the semi- structured questionnaires, then followed by the data analysis using MS excel and Python. The results of the findings show that the usage of social media analytics as a business intelligence tool for tourism SMEs is beneficial to them, however, findings show very few tourism SMEs are conducting social media analytics on their social media platforms. Most tourism SMEs use built-in social media analytics and they are performing simple metrics like counting the number of likes, comments, and shares. Further results explain that the majority of the tourism SMEs don't have more information and knowledge about social media analytics and tools used to perform social media analytics as well as they are performing social media analytics without following any implementation framework to guide the process. The study recommends that social media stakeholders increase awareness of social media analytics to tourism SMEs so that they could use it and get more advantages of using social media. Furthermore, researchers information systems analysts and developers develop social media analytics tools specifically for tourism SMEs and provide them step-by-step procedures that will help them in using and managing the social media analytics activities