Technological-Organisational-Environmental Factor Of Adopting Social Media Marketing Among Asnaf Entrepreneurs At Kuala Perlis Rural Tourism Destination

• Main Authors: Mohamed Izwanee, Nur Izzah Yasmin, Mohd, Nur Shuhadah, Abd Rahman, Nur Hidayah, Kamarudin, Lina Munirah, Shahidan, Athifah Najwani
• Format: Proceeding Paper
• Language: English; English
• Published: 2024
• Subjects: BPH Islamic Economics; BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development; HB Economic Theory; HF5001 Business. Business Administration; T Technology (General)
• Online Access: http://irep.iium.edu.my/112745/1/ICLET%202023_1_Technological-Organisational-Environmental%20Factor%20Of%20Adopting%20Social%20Media%20Marketing.pdf; http://irep.iium.edu.my/112745/2/ICLET%202023.pdf; http://irep.iium.edu.my/112745/; https://conference.iium.edu.my/iclet2023/

Rural tourism and agrotourism play a crucial role in regional development, with small and medium-sized enterprises (SMEs) acting as key contributors by attracting tourists through their products and activities, although the accessibility of social media platforms for promoting SMEs may pose challenges for certain marginalized groups such as Asnaf entrepreneurs in rural areas, limiting their visibility and competitiveness. A gap in the study exists regarding the specific challenges and barriers faced by Asnaf entrepreneurs in rural areas when adopting and utilizing social media platforms for their small and medium-sized enterprises (SMEs) in the tourism industry, as well as the factors influencing their attitudes, behavioral intention, and overall digital marketing efforts. This study focuses on the adoption of social media among Asnaf entrepreneurs in rural tourism destinations, specifically Kampung Seberang Ramai, Kuala Perlis. The research aims to identify the factors that influence the adoption of social media and the readiness of Asnaf entrepreneurs in utilizing it for business marketing. The study found that the main influencing factor is the technology factor, which includes familiarity with social media. The attitude toward social media also plays a significant role in its adoption. The findings suggest that external agencies, such as MAIPs, should collaborate with SMEs to support Asnaf entrepreneurs in adopting social media and promoting their products. This collaboration can contribute to the growth of rural tourism by attracting visitors through social media marketing. The study emphasizes the need for agencies to address barriers and provide tailored support, including social media training, machinery assistance, and incentives, to promote social media adoption among Asnaf entrepreneurs who express concerns about meeting future demands.