Use and Adoption of Website and Social Media Marketing: Insights from Homestay Business Owners
Year: 2024
Type: article
Abstract: This qualitative inquiry delves into the transformative impact of digital technology adoption, specifically websites and social media, on the operational and promotional strategies of homestay business owners in Negeri Sembilan within the burgeoning technology-driven tourism sector. It critically examines the integration of these digital tools into marketing and communication frameworks, evaluates their role in enhancing business visibility and shaping public perceptions, and offers comprehensive insights into the associated benefits and challenges. Initial results indicate that the adoption of websites has significantly redefined marketing paradigms by broadening customer outreach and intensifying engagement, while social media has been instrumental in increasing visibility and improving interactive communications with prospective clients. However, this digital transition also poses challenges, including the need for continuous content development and bridging the digital skills gap.
Authors: Faiz Izwan Anuar, Wang Qian
Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402721234