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Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia

Despite the fact that using social media for arranging trips is becoming increasingly important, community-based tourism (CBT) of Malaysian rural homestay operators still heavily rely on traditional marketing platforms and third parties’ assistance to gain tourist attraction. Previous studies found...

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Main Authors: Dewi Eka Murniati, Dewi Eka Murniati, Abdul Razzaq, Abdul Rasid, Ismail, Affero, Luis Mota, Luis Mota
Format: Article
Language:English
Published: uthm
Subjects:
H Social Sciences (General)
Online Access:http://eprints.uthm.edu.my/10014/1/J15988_2bf27ea6ee242d74b87f8a0cd49194b6.pdf
http://eprints.uthm.edu.my/10014/
https://doi.org/10.30880/jtet.2023.15.01.013
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spelling my.uthm.eprints.100142023-09-25T01:50:59Z http://eprints.uthm.edu.my/10014/ Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia Dewi Eka Murniati, Dewi Eka Murniati Abdul Razzaq, Abdul Rasid Ismail, Affero Luis Mota, Luis Mota H Social Sciences (General) Despite the fact that using social media for arranging trips is becoming increasingly important, community-based tourism (CBT) of Malaysian rural homestay operators still heavily rely on traditional marketing platforms and third parties’ assistance to gain tourist attraction. Previous studies found a lack of awareness constraining social media marketing adoption in small enterprises. Hence, this study aims at exploring the awareness of homestay operators regarding the use of social media as a marketing tool in CBT of rural homestay operators in Malaysia. A survey study was done by using a semi-structured interview involving nine respondents from nine homestays across Johor, Malaysia. The data were analysed using thematic analysis. The findings show that the community still has low awareness of the digital divide as well as the unavailability of relevant human resources and technical expertise. It also indicated that the homestays’ operators still use Malay rather than English on their social media promotion and interaction, which restricts their chances to access global markets. It is critical for operators of homestays to improve their competencies to maintain their businesses and increase their level of market competitiveness. Therefore, this study constitutes an essential call for stakeholders’ attention to enhance CBT rural homestay operators’ awareness through effective training. Accordingly, it closes the digital gaps that challenge social media marketing awareness and hence encourages technology adoption in the community. uthm Article PeerReviewed text en http://eprints.uthm.edu.my/10014/1/J15988_2bf27ea6ee242d74b87f8a0cd49194b6.pdf Dewi Eka Murniati, Dewi Eka Murniati and Abdul Razzaq, Abdul Rasid and Ismail, Affero and Luis Mota, Luis Mota Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia. JOURNAL OF TECHNICAL EDUCATION AND TRAININ, 15 (1). pp. 142-157. ISSN 2229-8932 https://doi.org/10.30880/jtet.2023.15.01.013
institution Universiti Tun Hussein Onn Malaysia
building UTHM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tun Hussein Onn Malaysia
content_source UTHM Institutional Repository
url_provider http://eprints.uthm.edu.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Dewi Eka Murniati, Dewi Eka Murniati
Abdul Razzaq, Abdul Rasid
Ismail, Affero
Luis Mota, Luis Mota
Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
description Despite the fact that using social media for arranging trips is becoming increasingly important, community-based tourism (CBT) of Malaysian rural homestay operators still heavily rely on traditional marketing platforms and third parties’ assistance to gain tourist attraction. Previous studies found a lack of awareness constraining social media marketing adoption in small enterprises. Hence, this study aims at exploring the awareness of homestay operators regarding the use of social media as a marketing tool in CBT of rural homestay operators in Malaysia. A survey study was done by using a semi-structured interview involving nine respondents from nine homestays across Johor, Malaysia. The data were analysed using thematic analysis. The findings show that the community still has low awareness of the digital divide as well as the unavailability of relevant human resources and technical expertise. It also indicated that the homestays’ operators still use Malay rather than English on their social media promotion and interaction, which restricts their chances to access global markets. It is critical for operators of homestays to improve their competencies to maintain their businesses and increase their level of market competitiveness. Therefore, this study constitutes an essential call for stakeholders’ attention to enhance CBT rural homestay operators’ awareness through effective training. Accordingly, it closes the digital gaps that challenge social media marketing awareness and hence encourages technology adoption in the community.
format Article
author Dewi Eka Murniati, Dewi Eka Murniati
Abdul Razzaq, Abdul Rasid
Ismail, Affero
Luis Mota, Luis Mota
author_facet Dewi Eka Murniati, Dewi Eka Murniati
Abdul Razzaq, Abdul Rasid
Ismail, Affero
Luis Mota, Luis Mota
author_sort Dewi Eka Murniati, Dewi Eka Murniati
title Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
title_short Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
title_full Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
title_fullStr Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
title_full_unstemmed Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
title_sort training urgency to bridge the digital divide for social media marketing awareness and adoption: case of cbt rural homestay operators malaysia
publisher uthm
url http://eprints.uthm.edu.my/10014/1/J15988_2bf27ea6ee242d74b87f8a0cd49194b6.pdf
http://eprints.uthm.edu.my/10014/
https://doi.org/10.30880/jtet.2023.15.01.013
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score 13.211869

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