Email this article 
Hide
Show all
Original Research
Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry
Submitted: 12 September 2016 | Published: 04 April 2018
About the author(s)
Rosemary Matikiti, Department of Marketing Management, University of Johannesburg, South AfricaMercy Mpinganjira, Department of Marketing Management, University of Johannesburg, South Africa
Mornay Roberts-Lombard, Department of Marketing Management, University of Johannesburg, South Africa
Abstract
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.
Keywords
Metrics
Total abstract views: 8491Total article views: 8385
Crossref Citations
1. The adoption of biometric point-of-sale terminal for payments
Siti Nurdiyana Atikah Sulaiman, Mohammad Nabil Almunawar
Journal of Science and Technology Policy Management vol: 13 issue: 3 first page: 585 year: 2022
doi: 10.1108/JSTPM-11-2020-0161
2. Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
Syed Shah Alam, Mohammad Masukujjaman, Samiha Susmit, Sumaiya Susmit, Hassanuddeen Abd Aziz
Journal of Tourism Futures vol: 10 issue: 2 first page: 185 year: 2024
doi: 10.1108/JTF-03-2021-0072
3. A RESEARCH ON THE RELATION OF FIRMS’ SOCIAL MEDIA PERFORMANCE GOALS WITH TECHNOLOGY-ORGANIZATION-ENVIRONMENT FRAMEWORK
Ozge HABİBOGLU, Serdar PİRTİNİ
Trakya Üniversitesi Sosyal Bilimler Dergisi vol: 23 issue: 1 first page: 393 year: 2021
doi: 10.26468/trakyasobed.824009
4. Factors Influencing the Underutilisation of Technology by Mathematics Teachers in Township Secondary Schools: an Interpretive Inquiry
Mzwandile Wiseman Zulu, Vimolan Mudaly
Journal of Educational Studies vol: 2023 issue: si2 first page: 34 year: 2023
doi: 10.59915/jes.2023.special.2.3
5. Antecedents of Self-Disclosure on Social Networking Sites (SNSs): A Study of Facebook Users
Ashraf Sharif, Saira Hanif Soroya, Shakil Ahmad, Khalid Mahmood
Sustainability vol: 13 issue: 3 first page: 1220 year: 2021
doi: 10.3390/su13031220
6. Organizational Acceptance of Social Media Marketing: A Cross-Cultural Perspective
Ming-Yi Wu
Journal of Intercultural Communication Research vol: 49 issue: 4 first page: 313 year: 2020
doi: 10.1080/17475759.2020.1771752
7. Sports Tourism Products
Ana-Marija Stjepić, Damjan Pintar, Tamara Ćurlin
International Journal of E-Services and Mobile Applications vol: 14 issue: 1 first page: 1 year: 2022
doi: 10.4018/IJESMA.296578
8. A Revised Technology–Organisation–Environment Framework for Brick-and-Mortar Retailers Adopting M-Commerce
Mateus Vicente Justino, Robertson Khan Tengeh, Michael Twum-Darko
Journal of Risk and Financial Management vol: 15 issue: 7 first page: 289 year: 2022
doi: 10.3390/jrfm15070289
9. Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model
Viju Mathew, Mohammad Soliman
Journal of Consumer Behaviour vol: 20 issue: 1 first page: 61 year: 2021
doi: 10.1002/cb.1854
10. Drivers and Challenges of Tourism Small, Medium and Micro Enterprises (SMMEs) Technology Adoption
Mavis Chamboko- Mpotaringa, Refiloe Julia Lekgau, Tembi M Tichaawa
African Journal of Hospitality Tourism and Leisure vol: 5 issue: 14 first page: 1088 year: 2025
doi: 10.46222/ajhtl.19770720.698
11. Factors affecting tour operator effectiveness in South Thailand
Nutsana Na Phayap, Wiwat Jankingthong, Siriluck Thongpoon, Chutima Wangbenmad
Innovative Marketing vol: 19 issue: 2 first page: 73 year: 2023
doi: 10.21511/im.19(2).2023.07
12. ¿Están los hoteles adoptando la inteligencia artificial y la robótica de forma efectiva?: Propuesta y retos desde la perspectiva metodológica TOE
Eduardo Parra-López, Francisco Calero-García , Vidina Tais Díaz
Estudios Turísticos issue: 230 year: 2025
doi: 10.61520/et.2302025.1265
13. Factors Affecting Augmented Reality Adoption in the Retail Industry
Syed Shah Alam, Samiha Susmit, Chieh-Yu Lin, Mohammad Masukujjaman, Yi-Hui Ho
Journal of Open Innovation: Technology, Market, and Complexity vol: 7 issue: 2 first page: 142 year: 2021
doi: 10.3390/joitmc7020142
14. Technology Adoption in Small-Medium Enterprises based on Technology Acceptance Model: A Critical Review
Adisthy Shabrina Nurqamarani, Eddy Sogiarto, Nurlaeli Nurlaeli
Journal of Information Systems Engineering and Business Intelligence vol: 7 issue: 2 first page: 162 year: 2021
doi: 10.20473/jisebi.7.2.162-172
15. Social media adoption in smes sustainability: evidence from an emerging economy
John Amoah, Emmanuel Bruce, Zhao Shurong, Sulemana Bankuoru Egala, Kofi Kwarteng
Cogent Business & Management vol: 10 issue: 1 year: 2023
doi: 10.1080/23311975.2023.2183573
16. Promoting tourism business through digital marketing in the new normal era: a sustainable approach
Santus Kumar Deb, Shohel Md. Nafi, Marco Valeri
European Journal of Innovation Management vol: 27 issue: 3 first page: 775 year: 2024
doi: 10.1108/EJIM-04-2022-0218
17. Examining the Effect of Organizational Leadership, Organizational Structure, and Employee Technological Capability on the Success of Electronic Human Resource Management
Richard Amoako, Yuanchun Jiang, Michelle Frempomaa Frempong, Stephen Tetteh, Stephen Sarfo Adu-Yeboah
Sage Open vol: 12 issue: 2 year: 2022
doi: 10.1177/21582440221088852
18. Determinants of Facebook adoption and its impact on service-based small and medium enterprise performance in northwestern Nigeria
Idris Na’umma Abdullahi, Mohd Heikal Husin, Ahmad Suhaimi Baharudin, Nor Athiyah Abdullah
Journal of Systems and Information Technology vol: 24 issue: 3 first page: 246 year: 2022
doi: 10.1108/JSIT-11-2020-0249
19. An Empirical Analysis of the Factors Driving Social Media Adoption in the Hospitality Sector
Tawseeq Ali Khan, Aijaz Ahmad Khaki
Journal of Quality Assurance in Hospitality & Tourism first page: 1 year: 2025
doi: 10.1080/1528008X.2025.2524453
20. The Effect of Social Presence Toward the Continued Use of Social Media: Testing the Moderating and Mediating Variables
Burhanudin Burhanudin, Vidayana Vidayana, Indrabudhi Lokaadinugroho, Melki Sadekh Mansuan
SSRN Electronic Journal year: 2022
doi: 10.2139/ssrn.4096800
21. Modeling the Measurements of the Determinants of ICT Fluency and Evolution of Digital Divide Among Students in Developing Countries—East Africa Case Study
Jean-Pierre Niyigena, Qingshan Jiang, Djemel Ziou, Ruey-Shiang Shaw, A S M Touhidul Hasan
Applied Sciences vol: 10 issue: 7 first page: 2613 year: 2020
doi: 10.3390/app10072613
22. Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks
Adamantia Pateli, Naoum Mylonas, Aggeliki Spyrou
Sustainability vol: 12 issue: 17 first page: 7132 year: 2020
doi: 10.3390/su12177132
23. Level of e-commerce application by micro, small and medium enterprises (MSMEs) in San Jose, Occidental Mindoro
Julie Anne S Bangisan, Heliodoro E Macabata, Jenny A Limos-Galay
International Journal of Research Studies in Management vol: 11 issue: 1 year: 2023
doi: 10.5861/ijrsm.2023.1007
24. Application of Fuzzy Analytical Network Process (ANP) and VIKOR for the Assessment of Green Agility Critical Success Factors in Dairy Companies
Ahmad Bathaei, Abbas Mardani, Tomas Baležentis, Siti Rahmah Awang, Dalia Streimikiene, Goh Chin Fei, Norhayati Zakuan
Symmetry vol: 11 issue: 2 first page: 250 year: 2019
doi: 10.3390/sym11020250
25. Social media marketing and its influence on the hotel performance: Mediating role of customer relationship management capabilities
Aijaz Ahmad Khaki, Tawseeq Ali Khan
Journal of Vacation Marketing vol: 32 issue: 1 first page: 70 year: 2026
doi: 10.1177/13567667241266968
26. Social customer relationship management and organizational resilience of Brazilian microenterprises during the Covid-19 pandemic
Guilherme A. S. Andrade, Márcia M. S. B. Espejo, Rigoberto García-Contreras, Cleston Alexandre dos Santos
RAM. Revista de Administração Mackenzie vol: 24 issue: 6 year: 2023
doi: 10.1590/1678-6971/eramd230044.en
27. The Influence of B to B Firms Use of Multiple Social Media Platforms on Relationship Sales Performance: An Institutional Perspective
Kaouther Kooli, Nektarios Tzempelikos, Mohamad Yassine Hammouda
Journal of Business-to-Business Marketing vol: 28 issue: 2 first page: 105 year: 2021
doi: 10.1080/1051712X.2021.1920697
28. Antecedents of Facebook advertising usage amongst South African SMME owners/managers
Marko van Deventer, Vusimuzi Makhubela
Problems and Perspectives in Management vol: 23 issue: 4 first page: 174 year: 2025
doi: 10.21511/ppm.23(4).2025.13
29. An Interpretive Method for Measuring Marketing Technology Adoption: A Content, Context, and Process Framework
Arief Adi Wibowo, Radityo Fajar Arianto, Agus Masrianto, Moses Lorensius Parlinggoman Hutabarat
Journal of Lifestyle and SDGs Review vol: 5 issue: 1 first page: e03653 year: 2025
doi: 10.47172/2965-730X.SDGsReview.v5.n01.pe03653
30. Decoding the Social Media Advertising Influence on Consumer Attitude and Intention
Meghna Rana, Nilesh Arora
Vision: The Journal of Business Perspective year: 2022
doi: 10.1177/09722629221099588
31. Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations
Christina I.V. Gumpo, Tinashe Chuchu, Eugine T. Maziriri, Nkosivile W. Madinga
SA Journal of Information Management vol: 22 issue: 1 year: 2020
doi: 10.4102/sajim.v22i1.1136
32. Virtual pets want to travel: Engaging visitors, creating excitement
K. Thirumaran, Shailey Chawla, Roberto Dillon, Jagdeep Kaur Sabharwal
Tourism Management Perspectives vol: 39 first page: 100859 year: 2021
doi: 10.1016/j.tmp.2021.100859
33. Determinants of Digital Transformation in the Hospitality Industry: Technological, Organizational, and Environmental Drivers
Maria Nikopoulou, Panos Kourouthanassis, Giota Chasapi, Adamantia Pateli, Naoum Mylonas
Sustainability vol: 15 issue: 3 first page: 2736 year: 2023
doi: 10.3390/su15032736
34. The Effect of Internet Marketing on External and Internal Currency of the Country
Rafidah Mohamad
Wasit Journal of Computer and Mathematics Science vol: 1 issue: 3 first page: 95 year: 2022
doi: 10.31185/wjcm.55
35. The Effect of Social Presence Toward the Continued Use of Social Media: Testing the Moderating and Mediating Variables
Burhanudin Burhanudin, Vidayana Vidayana, Indrabudhi Lokaadinugroho, Melki Sadekh Mansuan
SSRN Electronic Journal year: 2022
doi: 10.2139/ssrn.4141001
36. Social customer relationship management e resiliência organizacional de microempresas brasileiras na pandemia de Covid-19
Guilherme A. S. Andrade, Márcia M. S. B. Espejo, Rigoberto García-Contreras, Cleston Alexandre dos Santos
RAM. Revista de Administração Mackenzie vol: 24 issue: 6 year: 2023
doi: 10.1590/1678-6971/eramd230044.pt
37. STUDY OF TOE FRAMEWORK WITH CONTENT ANALYSIS IN THE USE OF MARKETING MANAGEMENT
Özge HABİBOĞLU, Mehmet Yaman ÖZTEK, Serdar PİRTİNİ
Beykoz Akademi Dergisi vol: 8 issue: 2 first page: 396 year: 2020
doi: 10.14514/BYK.m.26515393.2020.8/2.396-413
38. Setting the future of digital and social media marketing research: Perspectives and research propositions
Yogesh K. Dwivedi, Elvira Ismagilova, D. Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S. Krishen, Vikram Kumar, Mohammad M. Rahman, Ramakrishnan Raman, Philipp A. Rauschnabel, Jennifer Rowley, Jari Salo, Gina A. Tran, Yichuan Wang
International Journal of Information Management vol: 59 first page: 102168 year: 2021
doi: 10.1016/j.ijinfomgt.2020.102168
39. Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator
Ghazanfar Ali Abbasi, Noor Fareen Abdul Rahim, Hongyan Wu, Mohammad Iranmanesh, Benjamin Ng Chee Keong
Sage Open vol: 12 issue: 1 year: 2022
doi: 10.1177/21582440211067220
40. Factors influencing the adoption of information technology in the hotel industry. An analysis in a developing country
Imane Ezzaouia, Jacques Bulchand-Gidumal
Tourism Management Perspectives vol: 34 first page: 100675 year: 2020
doi: 10.1016/j.tmp.2020.100675
41. The impact mechanism of tourism short video content marketing on users’ travel behavioral intention
Xuanxuan Guo, Bingjie Liu, Junliang He, Shuhao Li
Humanities and Social Sciences Communications vol: 12 issue: 1 year: 2025
doi: 10.1057/s41599-025-04801-3
42. The Evaluation of Tourists’ Online Purchasing Behaviors Using Technology Acceptance Model (TAM)
Cenk Murat KOÇOĞLU
Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi vol: 9 issue: 1 first page: 29 year: 2021
doi: 10.18506/anemon.627416
43. The Impact of Social Media Use of Start-ups on their Entrepreneurial Opportunities in Kerala
Sujith A. S., P. S. Aithal
International Journal of Management, Technology, and Social Sciences first page: 290 year: 2022
doi: 10.47992/IJMTS.2581.6012.0221
44. Decoding the impact of digital paradigms on human capital efficacies: An empirical exploration of digital transformation as a moderator in work engagement frameworks
Njanjobea Isah Leontes, Jeremy Mitonga-Monga
International Journal of Business Ecosystem & Strategy (2687-2293) vol: 6 issue: 6 first page: 79 year: 2024
doi: 10.36096/ijbes.v6i6.622
45. A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective
Muhammad Arsalan Nazir, Hadia Rizwan, Xiaoxian Zhu
Qualitative Market Research: An International Journal vol: 28 issue: 1 first page: 178 year: 2025
doi: 10.1108/QMR-10-2023-0143
46. Adopting the technology acceptance model: A Namibian perspective
Mia Bothma, Leandrie Mostert
SA Journal of Information Management vol: 25 issue: 1 year: 2023
doi: 10.4102/sajim.v25i1.1624
47. The Use of Digitalization and Impact on MSME Performance in Malang, Indonesia
Ajimas Sya'ban Lintang Jauhar
KnE Social Sciences year: 2024
doi: 10.18502/kss.v9i4.15102
48. East Africa and China faculty use of information and communication technology tools: a descriptive and comparative analysis
Sylvestre Munyengabe, Jean Pierre Niyigena, Dariya Mukamusoni, Justin Nshimiyimana
Educational Technology Research and Development vol: 69 issue: 3 first page: 1773 year: 2021
doi: 10.1007/s11423-021-10012-9
49. Continued innovation beyond COVID-19 crisis: toward mitigating the challenges in the tourism and hospitality industry
Sridar Ramachandran, Chizoba Kingsley Ugokwe, Khairunnisak Latiff, Mohd Romzee Ibrahim
Journal of Tourism Futures year: 2024
doi: 10.1108/JTF-10-2023-0221