Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry
Background: In tourism, globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators....
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doaj-ffd9b44e962a488fb509af8a0cc04b7a2020-11-24T23:15:38ZengAOSISSouth African Journal of Information Management2078-18651560-683X2018-04-01201e1e1210.4102/sajim.v20i1.790581Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industryRosemary Matikiti0Mercy Mpinganjira1Mornay Roberts-Lombard2Department of Marketing Management, University of JohannesburgDepartment of Marketing Management, University of JohannesburgDepartment of Marketing Management, University of JohannesburgBackground: In tourism, globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopteda quantitative approach through the use of questionnaires. Data used in the analysis were collected from 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one-way ANOVA were used for data analysis. Results: The results showed that managerial support and managers’ level of education are the two main internal factors which influence attitude towards the use of social media marketing. Pressure from competitors, perceived benefits and perceived ease of use were found to be the most prominent external factors which influence the use of social media marketing. The results also revealed that technical knowledge moderates the relationship between attitude towards social media marketing and the level of social media marketing usage. Conclusion: The study concludes with these recommendations: Management of travel agencies, tour operating businesses and the South African government should support the use of social media marketing by small tourism businesses through providing training and workshops on social media marketing for the employees to acquire the required skills.https://sajim.co.za/index.php/sajim/article/view/790social media marketingSouth Africatourism industryTAMTOE |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Rosemary Matikiti Mercy Mpinganjira Mornay Roberts-Lombard |
spellingShingle |
Rosemary Matikiti Mercy Mpinganjira Mornay Roberts-Lombard Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry South African Journal of Information Management social media marketing South Africa tourism industry TAM TOE |
author_facet |
Rosemary Matikiti Mercy Mpinganjira Mornay Roberts-Lombard |
author_sort |
Rosemary Matikiti |
title |
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry |
title_short |
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry |
title_full |
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry |
title_fullStr |
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry |
title_full_unstemmed |
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry |
title_sort |
application of the technology acceptance model and the technology–organisation–environment model to examine social media marketing use in the south african tourism industry |
publisher |
AOSIS |
series |
South African Journal of Information Management |
issn |
2078-1865 1560-683X |
publishDate |
2018-04-01 |
description |
Background: In tourism, globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators.
Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa.
Method: The study adopteda quantitative approach through the use of questionnaires. Data used in the analysis were collected from 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one-way ANOVA were used for data analysis.
Results: The results showed that managerial support and managers’ level of education are the two main internal factors which influence attitude towards the use of social media marketing. Pressure from competitors, perceived benefits and perceived ease of use were found to be the most prominent external factors which influence the use of social media marketing. The results also revealed that technical knowledge moderates the relationship between attitude towards social media marketing and the level of social media marketing usage.
Conclusion: The study concludes with these recommendations: Management of travel agencies, tour operating businesses and the South African government should support the use of social media marketing by small tourism businesses through providing training and workshops on social media marketing for the employees to acquire the required skills. |
topic |
social media marketing South Africa tourism industry TAM TOE |
url |
https://sajim.co.za/index.php/sajim/article/view/790 |
work_keys_str_mv |
AT rosemarymatikiti applicationofthetechnologyacceptancemodelandthetechnologyorganisationenvironmentmodeltoexaminesocialmediamarketinguseinthesouthafricantourismindustry AT mercympinganjira applicationofthetechnologyacceptancemodelandthetechnologyorganisationenvironmentmodeltoexaminesocialmediamarketinguseinthesouthafricantourismindustry AT mornayrobertslombard applicationofthetechnologyacceptancemodelandthetechnologyorganisationenvironmentmodeltoexaminesocialmediamarketinguseinthesouthafricantourismindustry |
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