Determinants of Mobile Marketing Adoption among Small and Medium Enterprises in Tanzania’s Tourism Sector

Abstract

The study objective was to identify the determinants of mobile marketing adoption among Tanzania's small and medium-sized enterprises (SMEs) in the country’s tourism industry, specifically in the cities of Dar es Salaam and Arusha. Anecdotal evidence reveals  that customers are less likely to adopt mobile marketing for SMEs in Tanzania's tourism sector. The technology acceptance model (TAM) was employed in this study. The study used the survey strategy, in which 80 respondents returned the questionnaires after a sample of 100 was selected from the study population. Descriptive and inferential statistical analyses were used to assess quantitative data. Perceived usefulness, attitude, and perceived ease of use were found to have significant statistical power in predicting mobile marketing uptake. The results prove that the Technology Acceptance Model (TAM) is the predictor of technology uptake. The results, therefore, shed light on how SMEs' attitudes towards mobile usage. Ease of use and adoption of mobile marketing can help marketers and technologists devise effective communication strategies for the tourism sector. Therefore, the study findings can support the government, policymakers, and the business community in developing appropriate plans to enhance the adoption of mobile application technology, thereby improving business growth and national economic development

Issue Section: Entrepreneurship