A framework for investigating social media adoption by Australian small and medium sized tourism enterprises (SMTEs)

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Mizrachi, Isaac and Sellitto, Carmine A framework for investigating social media adoption by Australian small and medium sized tourism enterprises (SMTEs). In: 2nd Advances in Hospitality and Tourism Marketing and Management Conference (AHTMM), 31 May - 3 June 2012, Corfu Island, Greece.

Abstract

As social media grows, more tourism businesses are showing interest in its benefits as a tool to promote destinations or advertise hotel rooms. Studies examining social media implementation by Australian SMTEs are currently nascent, leading to a limited understanding of the potential that these platforms can offer. This paper analyses the business requirements and user perceptions regarding social media and proposes a theoretical framework for investigating social media presences by SMTEs, while considering current good practices for social media marketing

Item type Conference or Workshop Item (Paper)
URI https://vuir.vu.edu.au/id/eprint/21893
Subjects Historical > FOR Classification > 1506 Tourism
Historical > FOR Classification > 1599 Other Commerce Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Management and Information Systems
Keywords Facebook, SMTE, early adopters, Web 2.0, online internet, Australia, framework, isbn 9789602871393
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