• Login
    View Item 
    •   NM-AIST Home
    • Computational and Communication Science Engineering
    • Research Articles [CoCSE]
    • View Item
    •   NM-AIST Home
    • Computational and Communication Science Engineering
    • Research Articles [CoCSE]
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Tourism SMEs usage of Social Media Analytics as their Business Intelligence Tool

    Thumbnail
    View/Open
    Full text (596.3Kb)
    Date
    2022-01
    Author
    Madila, Shadrack
    Marwa, Janeth
    Dida, Mussa
    Kaijage, Shubi
    Metadata
    Show full item record
    Abstract
    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
    URI
    https://doi.org/ 10.31695/IJASRE.2022.8.1.10
    https://dspace.nm-aist.ac.tz/handle/20.500.12479/1992
    Collections
    • Research Articles [CoCSE]

    Nelson Mandela-AIST copyright © 2021  DuraSpace
    Theme by 
    Atmire NV
     

     

    Browse

    All PublicationsCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Nelson Mandela-AIST copyright © 2021  DuraSpace
    Theme by 
    Atmire NV