Factors Influencing Social Media Utilization as a Communication Tool in the Ghanaian Hotel Industry

Abstract

This study sought to find out the factors influencing social media utilization in the Ghanaian hotel industry among the star-rated hotels. The study adopted cross-sectional approach to solicit the views of 127 hotel managers. The study employed simple random and purposive sampling techniques. Structured questionnaire with closed-ended questions were used. In all 30 star-rated hotels within Greater Accra were targeted for the study. Even though, the results revealed that Ghanaian hotels are present on social media, overall their use is basic. Most of the hotels suffer from low levels of visibility, activity and engagement.Regression analysis from the study revealed that, the parameter estimates of COST, CULTURE, HUMAN SKILLS and IT INFRASTRUCTURE were significant predictors of social media utilization. However, COMPETITION and MANAGERIAL STYLE were not significant predictors of social media utilization. These estimates had p-values greater than 0.05 but this study sees positive relation between the two factors and the level of usage as generally informative.Hotels managers who seek to utilize social media as a marketing communication tool, should take critical attention to investing into IT infrastructure, training of staff in IT related issues and engaging customers to increase the visibility of hotels on social media channels.They also need to take more definitive action in order to fully exploit the potential social media as a communication tool.