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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Main Authors: Mohd Sabri, Wardina Hani, Mohd, Nur Shuhadah, Abd Rahman, Nur Hidayah, Kamarudin, Lina Munirah, Shahidan, Athifah Najwani
Format: Proceeding Paper
Language:English
Published: 2024
Subjects:
Online Access:http://irep.iium.edu.my/112747/1/ICLET%202023_2_Determining%20Technology%20Readiness%20in%20Adopting%20Social%20Media.pdf
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spelling 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/
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic BPH Islamic Economics
BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development
HB3711 Business cycles. Economic fluctuations
T Technology (General)
spellingShingle 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
description 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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score 13.222552