Determining Technology Readiness in Adopting Social Media Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala Perlis
Rural tourism cannot flourish without small companies (SMEs) to support its operations and long-term viability. Small and medium-sized enterprises (SMEs) in tourist towns not only handle the main production firm but also function as a tourist attraction. However, it is known that due to their low ca...
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my.iium.irep.1127472024-06-25T13:56:12Z http://irep.iium.edu.my/112747/ Determining Technology Readiness in Adopting Social Media Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala Perlis Mohd Sabri, Wardina Hani Mohd, Nur Shuhadah Abd Rahman, Nur Hidayah Kamarudin, Lina Munirah Shahidan, Athifah Najwani BPH Islamic Economics BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development HB3711 Business cycles. Economic fluctuations T Technology (General) Rural tourism cannot flourish without small companies (SMEs) to support its operations and long-term viability. Small and medium-sized enterprises (SMEs) in tourist towns not only handle the main production firm but also function as a tourist attraction. However, it is known that due to their low capacities, lack of money, lack of technical experience, unstable organisational structure, and small number of employees, SMEs are hesitant to adopt new marketing methods. Hence, this study attempts to determine the technology readiness among Asnaf SMEs and entrepreneurs using a TR-based segment derived from the TRI Model by Parasuraman and Colby (2015). The study area is Kampung Seberang Ramai, Kuala Perlis. The research adopted a qualitative approach, in which the snowball and purposive techniques were used to identify 20 respondents from Kampung Seberang Ramai. The findings discovered that Asnaf entrepreneurs have difficulty using social media and are disinterested in it. The lack of resources is what makes them reluctant to adopt social media. This research is expected to understand Asnaf’s situation and provide findings regarding the assistance they most need. 2024 Proceeding Paper PeerReviewed application/pdf en http://irep.iium.edu.my/112747/1/ICLET%202023_2_Determining%20Technology%20Readiness%20in%20Adopting%20Social%20Media.pdf Mohd Sabri, Wardina Hani and Mohd, Nur Shuhadah and Abd Rahman, Nur Hidayah and Kamarudin, Lina Munirah and Shahidan, Athifah Najwani (2024) Determining Technology Readiness in Adopting Social Media Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala Perlis. In: INTERNATIONAL CONFERENCE ON LANGUAGE, EDUCATION AND TOURISM 2023, 7 AUGUST 2023, KLM IIUM PAGOH. https://conference.iium.edu.my/iclet2023/ |
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BPH Islamic Economics BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development HB3711 Business cycles. Economic fluctuations T Technology (General) |
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BPH Islamic Economics BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development HB3711 Business cycles. Economic fluctuations T Technology (General) Mohd Sabri, Wardina Hani Mohd, Nur Shuhadah Abd Rahman, Nur Hidayah Kamarudin, Lina Munirah Shahidan, Athifah Najwani Determining Technology Readiness in Adopting Social Media Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala Perlis |
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Rural tourism cannot flourish without small companies (SMEs) to support its operations and long-term viability. Small and medium-sized enterprises (SMEs) in tourist towns not only handle the main production firm but also function as a tourist attraction. However, it is known that due to their low capacities, lack of money, lack of technical experience, unstable organisational structure, and small number of employees, SMEs are hesitant to adopt new marketing methods. Hence, this study attempts to determine the technology readiness among Asnaf SMEs and entrepreneurs using a TR-based segment derived from the TRI Model by Parasuraman and Colby (2015). The study area is Kampung Seberang Ramai, Kuala Perlis. The research adopted a qualitative approach, in which the snowball and purposive techniques were used to identify 20 respondents from Kampung Seberang Ramai. The findings discovered that Asnaf entrepreneurs have difficulty using social media and are disinterested in it. The lack of resources is what makes them reluctant to adopt social media. This research is expected to understand Asnaf’s situation and provide findings regarding the assistance they most need. |
format |
Proceeding Paper |
author |
Mohd Sabri, Wardina Hani Mohd, Nur Shuhadah Abd Rahman, Nur Hidayah Kamarudin, Lina Munirah Shahidan, Athifah Najwani |
author_facet |
Mohd Sabri, Wardina Hani Mohd, Nur Shuhadah Abd Rahman, Nur Hidayah Kamarudin, Lina Munirah Shahidan, Athifah Najwani |
author_sort |
Mohd Sabri, Wardina Hani |
title |
Determining Technology Readiness in Adopting Social Media
Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala
Perlis |
title_short |
Determining Technology Readiness in Adopting Social Media
Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala
Perlis |
title_full |
Determining Technology Readiness in Adopting Social Media
Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala
Perlis |
title_fullStr |
Determining Technology Readiness in Adopting Social Media
Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala
Perlis |
title_full_unstemmed |
Determining Technology Readiness in Adopting Social Media
Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala
Perlis |
title_sort |
determining technology readiness in adopting social media
marketing among asnaf entrepreneurs in rural destination kuala
perlis |
publishDate |
2024 |
url |
http://irep.iium.edu.my/112747/1/ICLET%202023_2_Determining%20Technology%20Readiness%20in%20Adopting%20Social%20Media.pdf http://irep.iium.edu.my/112747/ https://conference.iium.edu.my/iclet2023/ |
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1802976984126455808 |
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13.222552 |