Technology-Organization-Environment Model and Technology Acceptance Model in Adoption of Social Media Marketing on SMEs Tourism
Abstract
This study aims to analyze the model of social media adoption in SMEs tourism in Special Region of Yogyakarta, with antecedents’ managers innovativeness, pressure from competitors, barrier to adoption, Perceived Usefulness (PU), Perceived Ease of Use (PEU) and attitude. Two theoretical approaches are used, namely Technology Acceptance Model and Technology-organization-environment (TOE) models. This research is a survey research. Respondents in this study are managers of SMEs tourism. The social media adoption model was tested empirically using 200 respondents. Structural Equation Model is used to analyze research data. This study analyzes the social media adoption of tourism SMEs in developing countries, because although there are many studies on social media adoption in developing countries, very few focus on social media adoption in the small-scale tourism industry. This research integrates TAM and TOE in exploring the adoption of social media marketing on SMEs tourism by adding a barrier to adoption. The results of this study indicate that the TAM model combined with TOE supports the social media adoption model. Most of the variables studied were largely significant, but this study could not justify the influence of barriers on social media adoption.
References
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[2] Alizadeh, A., and Isa, R. Mat. 2015. The use of social media in destination marketing: An exploratory study. Tourism, 63(2): 175 – 192.
[3] Arshad, M., and Akram, M. S. 2018. Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries. International Review of Research in Open and Distributed Learning, 19 (3): 243 -262. DOI: 10.19173/irrodl.v19i3.3500
[4] Aspassia, V., and Notta, O. 2014. Social Media adoption and managers’ perceptions. International Journal on Strategic Innovative Marketing, 01: 61 – 73. DOI: 10.15556/IJSIM.01.02.001
[5] Aykol, B., and Leonidou, L. C. 2014. Researching the green practices of smaller service firms: A theoretical, methodological, and empirical assessment. Journal of Small Business Management, 3: 112-124. DOI:10.1111/jsbm.12118
[6] Bogea, F., and Brito, E. P. Z. 2018. Determinants of Social Media Adoption by Large Companies. Journal of Technology Management & Innovation, 3(1): 11-17. DOI:https://doi.org/10.4067/S0718-27242018000100011
[7] Chao, C.A., and Chandra, A. 2012. Impact of owner’s knowledge of information technology (IT) on strategic alignment and IT adoption in US small firms. Journal of Small Business and Enterprise Development, 19(1): 114–131. DOI:https://doi.org/10.1108/14626001211196433
[8] Dalvi-Esfahani M., et al. 2018. Factors Influencing Beliefs Formation towards the Adoption of Social Commerce in SME Travel Agencies. Economics and Sociology, 11(3): 207-225. DOI:https://doi.org/10.14254/2071-789X.2018/11-3/13
[9] Damanpour, F. and Schneider, M. 2009. Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers. Journal of Public Administration Research & Theory, 19(3): 495-522.
[10] Davis, F.D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3): 319-340.
[11] Enter, N., and Michopoulou, E. 2013. An investigation on the acceptance of Facebook by travellers for travel planning. Paper presented at the Short Paper Presentation: ENTER Conference.
[12] Farrag, M., and Nasr, M. 2017. Social Media and Mobile for Measurable Results in E-Commerce. American Journal of Computer Science and Information Engineering, 4(5): 43-51.
[13] Fotis, J., Rossides, N. and Buhalis, D. 2010. Social media impact on leisure travel: The case of the Russian market and the challenges for the Cyprus tourism industry, preliminary findings. Paper presented at the 3rd Annual EuroMed Conference.
[14] Góngora, M. O. 2016. Study of the factors influencing the adoption of social media in SMEs. Thesis. Master’s Degree in Management Engineering. Universitat Politècnica De Catalunya.
[15] Hair, J. F. et al. 2006. Multivariate Data Analysis (6th ed): Prentice Hall.
[16] Hanafizadeh, P., and Khedmatgozar, H.R. 2012. The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of internet banking in Iran. Electronic Commerce Research, 12 (2): 151–175. DOI: https://doi.org/10.1007/s10660-012-9090-z
[17] Iacovou, C. 2016. An Analysis of Social Media Marketing Strategies and Best Practices of Hospitality and Tourism Organizations. Dissertation. Manuscript Graduate Faculty of the School of Business and Technology Management Prescott Valley, Arizona.
[18] Kot, S., Tan, M., and Dragolea, L. 2017. The Use of Social Media Supporting Studying. Economics and Sociology, 10(1): 169-180. DOI: https://doi.org/10.14254/2071-789X.2017/10-1/12
[19] Kuan, K. K. Y. and Chau, P. Y. K. 2001. A perception based model for EDI adoption in small businesses using a Technology Organization Environment framework. Information & Management, 38: 507-521.
[20] Lama, S., Pradhan, S., Shrestha, A., and David Beirman 2018. Barriers of e-Tourism Adoption in Developing Countries: A Case Study of Nepal. Australasian Conference on Information Systems, pp.1-12.
[21] Matikiti, R., Mpinganjira, M. and Roberts-Lombard, M. 2018. 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, 20(1): a790. DOI:https://doi.org/10.4102/ sajim.v20i1.790
[22] Matikiti, R., Mpinganjira, M., and Roberts-Lombard, M. 2017. Social media in tourism: Establishing factors influencing attitudes towards the usage of social networking sites for trip organisation. Acta Commercii, 17(1): a396. DOI:https://doi.org/10.4102/ac.v 17i1.396
[23] Mhizha, A., Nyaruwata, S., Munyanyiwa, T., and Mandebvu, G. 2015. The adoption of social media platforms in tourism and hospitality marketing: The case of small and medium scale enterprises (SMEs) in Harare. International Journal of Development and Sustainability, 4(6): 635-649. Available at: www.isdsnet.com/ijds
[24] Milwood, P., Marchiori, and Zach, F. 2013. A Comparison of Social Media Adoption and Use in Different Countries: The Case of the United States and Switzerland. Journal of Travel & Tourism Marketing, 30(1-2): 165-168. DOI:http://dx.doi.org/10.1080/10548408.2013.751287
[25] Moorthy, K., et al. 2017. Barriers of Mobile Commerce Adoption Intention: Perceptions of Generation X in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 12(2): 37-53. DOI:http://dx.doi.org/10.4067/S0718-18762017000200004
[26] Najda-Janoszka, M. and Kopera, S. 2014. Exploring Barriers to Innovation in Tourism Industry -The Case of Southern Region of Poland. MPRA Paper. No. 53980, posted 28. February 2014 14:37 UTC
[27] Nawaz, S. S., and Mubarak, K. M. 2015. Adoption of Social Media Marketing by Tourism Product Suppliers: A Study in Eastern Province of Sri Lanka. European Journal of Business and Management, 7(7): 448-456.
[28] Ndekwa, A. G. and Katunzi, T. M. 2016. Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector. International Journal of Business and Management, 11(4): 71-80.
[29] O'Donnell, A. 2014. The contribution of networking to small firm Marketing. Journal of Small Business Management, 52: 164-187. DOI: https://doi.org/10.1111/jsbm.12038
[30] Ragab, S. E. 2016. Information Technology Adoption by Small Business Owners. Dissertation. Walden University College of Management and Technology.
[31] Rogers, E.M. 1995. Diffusion of Innovations, 4th ed. New York: The Free Press
[32] Sanchez, I. R., Williams, A. M., and Andreu, H. G. 2019. Customer resistance to tourism innovations: entrepreneurs’ understanding and management strategies. Journal of Travel Research. DOI:https://doi.org/10.1177/0047287519843188
[33] Serben, D. F. 2014. The Examination Of Factors Influencing Social Media Usage By African American Small Business Owners Using The UTAUT Model. Dissertation. School of Business and Technology, Capella University.
[34] Shang, Yunfeng. 2014. Adoption of Social Media by SMTEs in China”. Dissertation. Doctor of Philosophy in Management Studies. University of Exeter
[35] Siamagka, N.T., Christodoulides, G., Michaelidou, N., and Valvi, A. 2015. Determinants of social media adoption by B2B organizations. Journal Industrial Marketing Management, 51: 89-99. DOI:http://dx.doi.org/10.1016/j.indmarman.2015.05.005
[36] Sugandini, D., Effendi, M. I., Aribowo, A. S., and Utami, Y. S 2018. Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta. Journal of Environmental Management and Tourism, 9(4): 733-743. DOI: https://doi.org/10.14505// jemt.v9.4(28).06
[37] Tornatzky, L. and Fleischer, M. 1990. The process of technology innovation, Lexington, MA, Lexington Books.
[38] Vankatesh, V., and Davis, F. D. A. 2000. Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2):186-204. DOI:https://doi.org/10.1287/mnsc.46.2.186.11926
[39] Voss, U., and Brettel, M. 2014. The effectiveness of management control in small firms: Perspectives from resource dependence theory. Journal of Small Business Management, 52: 569-587. DOI:10.1111/jsbm.12050
[40] Wamba, S. F., and Carter, L. 2014. Social Media Tools Adoption and Use by SMES: An Empirical Study. Journal of Organizational and End User Computing, 26(2): 1-17. DOI:https://doi.org/10.4018/joeuc.2014040101
[41] Weerasinghe, S., and Hindagolla, M. C. B. 2018. Technology acceptance model and social network sites (SNS): a selected review of literature. Global Knowledge, Memory and Communication, 67(3): 142-153. DOI:https://doi.org/10.1108/GKMC-09-2017-0079
Published
2019-10-04
How to Cite
SUGANDINI, Dyah et al.
Technology-Organization-Environment Model and Technology Acceptance Model in Adoption of Social Media Marketing on SMEs Tourism.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 4, p. 878-885, oct. 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/3898>. Date accessed: 20 dec. 2024.
doi: https://doi.org/10.14505//jemt.10.4(36).19.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.