Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar
Despite global economic fluctuations, the travel and tourism industry are gradually expanding. However, the pandemic has created many obstacles for the tourism industry. Due to COVID -19, although there is still a strong desire to travel, demand is low as most domestic travellers are more cautious i...
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| Format: | Article |
| Language: | en |
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UiTM Cawangan Negeri Sembilan
2023
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| Online Access: | https://ir.uitm.edu.my/id/eprint/87599/1/87599.pdf https://ir.uitm.edu.my/id/eprint/87599/ https://journal.uitm.edu.my/ojs/index.php/JOA |
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| _version_ | 1837051555120939008 |
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| author | Abu Bakar, Ummi Nur Shafina Ramlan, Rohaizan Mokhtar, Rashidah |
| author_facet | Abu Bakar, Ummi Nur Shafina Ramlan, Rohaizan Mokhtar, Rashidah |
| author_sort | Abu Bakar, Ummi Nur Shafina |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Despite global economic fluctuations, the travel and tourism industry are gradually expanding. However, the pandemic has created many obstacles for the tourism industry. Due to COVID -19, although there is still a strong desire to travel, demand is low as most domestic travellers are more cautious in their travel intentions. However, social media able to help disseminate information and credible advice. Thus, it is important to determine the preferred social media platform used by the travel agency (TAs) and the selection of social media platform based on demographic. The scope of this study is limited to the local travel agencies in Johor. This study uses a quantitative method with convenience sampling to collect the data and then analysed using the Best-Worst Method (BWM). 110 responses were received from the respondents of each company. However, 10 of the responses were rejected because the value of CR was above the associated threshold value of 0.2306. The results show that the most preferred platform is Facebook and the least preferred is Twitter. The details of the outcome can be found in the paper. Some recommendations are made for TAs, such as using post scheduling tools, management tools and analytics tools to help them post their content daily, manage their social media accounts more effectively and analyse social media engagement. |
| format | Article |
| id | my.uitm.ir-87599 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2023 |
| publisher | UiTM Cawangan Negeri Sembilan |
| record_format | eprints |
| spelling | my.uitm.ir-875992025-07-07T08:09:38Z https://ir.uitm.edu.my/id/eprint/87599/ Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar joa Abu Bakar, Ummi Nur Shafina Ramlan, Rohaizan Mokhtar, Rashidah Online social networks Despite global economic fluctuations, the travel and tourism industry are gradually expanding. However, the pandemic has created many obstacles for the tourism industry. Due to COVID -19, although there is still a strong desire to travel, demand is low as most domestic travellers are more cautious in their travel intentions. However, social media able to help disseminate information and credible advice. Thus, it is important to determine the preferred social media platform used by the travel agency (TAs) and the selection of social media platform based on demographic. The scope of this study is limited to the local travel agencies in Johor. This study uses a quantitative method with convenience sampling to collect the data and then analysed using the Best-Worst Method (BWM). 110 responses were received from the respondents of each company. However, 10 of the responses were rejected because the value of CR was above the associated threshold value of 0.2306. The results show that the most preferred platform is Facebook and the least preferred is Twitter. The details of the outcome can be found in the paper. Some recommendations are made for TAs, such as using post scheduling tools, management tools and analytics tools to help them post their content daily, manage their social media accounts more effectively and analyse social media engagement. UiTM Cawangan Negeri Sembilan 2023-10 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/87599/1/87599.pdf Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar. (2023) Journal of Academia <https://ir.uitm.edu.my/view/publication/Journal_of_Academia.html>, 11 (2): 6. pp. 51-63. ISSN 2289-6368 https://journal.uitm.edu.my/ojs/index.php/JOA |
| spellingShingle | Online social networks Abu Bakar, Ummi Nur Shafina Ramlan, Rohaizan Mokhtar, Rashidah Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title | Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title_full | Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title_fullStr | Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title_full_unstemmed | Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title_short | Preferred social media platforms in tourism industry in Johor using best worst method / Ummi Nur Shafina Abu Bakar, Rohaizan Ramlan and Rashidah Mokhtar |
| title_sort | preferred social media platforms in tourism industry in johor using best worst method / ummi nur shafina abu bakar, rohaizan ramlan and rashidah mokhtar |
| topic | Online social networks |
| url | https://ir.uitm.edu.my/id/eprint/87599/1/87599.pdf https://ir.uitm.edu.my/id/eprint/87599/ https://journal.uitm.edu.my/ojs/index.php/JOA |
| url_provider | http://ir.uitm.edu.my/ |