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|Title:||Thematic area: Hospitality and Tourism and hospitality Marketing|
|Other Titles:||Key success factors of social media as a marketing tool in the Zimbabwe Tourism and hospitality Industry.|
Taruvinga, Kudza K
|Publisher:||Lupane State University|
|Abstract:||This study sought to assess key success factors of social media as a marketing tool in the Zimbabwe tourism and hospitality sector. A plethora of studies have been conducted on social media, but few have focused on optimisation of social media in the Zimbabwe tourism and hospitality industry. Social media has become the world’s latest marketing sensation and cannot be ignored in the tourism and hospitality industry. The extent to which this tool is being used is subject to debate. A mixed method approach was used to ensure that the emic and etic phenomenon were balanced. Stratified sampling was employed for a representative sample size. Two hundred (200) questionnaires were distributed, one hundred and eighty five (185) questionnaires (93%) were successfully returned for statistical use. Twenty interviews were conducted with management in the tourism and hospitality sector. Factor analysis was done. The deterring factors in the usage of social media were determined. An independent sample t-test was applied to determine usage of social media around Bulawayo. The results showed that the use of social media was partly affected by perceptions and insufficient knowledge of its benefits. The study established that some tourist operators were skeptical on the use of social media despite its accessibility. This study however, highlighted that effective and successful implementation of social media marketing strategies contributes positively to the Zimbabwe tourism and hospitality industry.|
|Appears in Collections:||Department of Business Management|
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