Use of social media in Free State tourism small, medium and micro enterprises to widen business networks for competitiveness

Mosweunyane, Lentswe; Rambe, Patient; Dzansi, Dennis Yao

doi:10.4102/sajems.v22i1.2780

Cited by 11 publications

(13 citation statements)

References 32 publications

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“…https://jaauth.journals.ekb.eg/ Instagram allows users to generate and share various types of information including text, photo, video, and location. As well as community, business, customers, friends family, and organizations (Mosweunyane et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Insta Tourism on Tourism Decision Making of Generation Y

Eltayeb

2021

Journal of Association of Arab Universities for Tourism and Hos

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Instagram is considered a mega trend on digital platforms that allow participants to interact with each other and virtually communicate and share information among users. In addition to increasing efficiency and competitiveness in the tourism industry. This study aims to identify the impact of Instagram on generation Y's choices of their destination, to investigate Instagram performance as a source of information for tourists, and evaluate travel agencies' usage of Instagram. This study has a quantitative approach which is collecting information using an online questionnaire that targeted 305 Instagram users from generation Y. Travel agencies should use Instagram for inspiration and marketing their tourism programs to travellers. They also should be up to date with all the social media platforms in order to reach their target market more easily.

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Section: Introductionmentioning

confidence: 99%

The Impact of Insta Tourism on Tourism Decision Making of Generation Y

Eltayeb

2021

Journal of Association of Arab Universities for Tourism and Hos

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“…Bocconcelli et al (2017) show that social media is a cost-effective way for small businesses to enter new markets. Mosweunyane et al (2019) confirm that social media can gain new customers. Krasynska et al (2013) ascertained that the student plans had no impact, whereas Mapheto et al (2014) revealed that several small businesses felt that IMC campaigns were perceived negatively by several customers.…”

Section: Literature Reviewmentioning

confidence: 80%

“…Hove and Masocha (2014) suggest that small businesses perceived MC not to have an impact on competitive advantage due SL projects, but subsequently found that student developed marketing plans (that included new digital technologies) increased the competitive advantage among several businesses. Other investigations agree that IMC campaigns assist small businesses in increasing new customers (Bocconcelli, et al, 2017;Mosweunyane et al, 2019). Bocconcelli et al (2017) show that social media is a costeffective way for small businesses to enter new markets.…”

Section: Research Questionsmentioning

confidence: 99%

“…Furlow (2010) examined an MC SL project in the US, which revealed high client satisfaction levels due to an increase in sales. Mosweunyane et al (2019) and Odoom (2016) assert that IMC results in increased sales, particularly where combined digital technology and traditional MC strategies are used. Goertzen et al (2016) also found a rise in brand awareness and high client satisfaction levels due to a SL project.…”

Section: Literature Reviewmentioning

confidence: 99%

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Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective

Duffett

Cromhout

2022

Journal of Advertising Education

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A number of marketing and marketing communication service learning (SL) projects/student-run agencies (SRAs) are used to provide real clients with valuable services, resources, knowledge and many other benefits. However, most research only examines the student benefits, so this research addresses the research gap by considering the community partner (small business client) perspective. The main research objectives are to establish if SRA developed integrated marketing communication (IMC) campaign plans result in satisfaction regarding the business performance, presentation and implementation methods. The South African small business clients were highly satisfied with the SRA developed IMC campaign plans. Several business performance benefits were highlighted, for example, increased sales, brand awareness and new customers. The small business clients showed increased satisfaction when the IMC campaign plan was implemented by the SRAs, and presented in verbal, written and PowerPoint formats. Hence, this SL project should continue and could be expanded to other universities and countries.

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“…Tourism SMEs are those small business firms that operate in the tourism sector, these firms include hotels, tour guide operating companies, travel agents, bar and restaurants and airline operators. Tourism SMEs are using social media business external networking, business internal networking and for competitive advantages in business [7]. In developing countries, the status of SMA usage for tourism SMEs is quietly known much as many of the studies in social media analytics in tourism sector are from developed countries.…”

Section: Introductionmentioning

confidence: 99%

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

Madila¹,

Marwa²,

Dida³

et al. 2022

IJASRE

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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 semistructured 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.

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Use of social media in Free State tourism small, medium and micro enterprises to widen business networks for competitiveness

Cited by 11 publications

References 32 publications

The Impact of Insta Tourism on Tourism Decision Making of Generation Y

The Impact of Insta Tourism on Tourism Decision Making of Generation Y

Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective

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

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