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.
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Abstract
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.
| Item Type: | Proceeding Paper (Slide Presentation) |
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| Uncontrolled Keywords: | Asnaf entrepreneurs, behavioral intention, perception, technology readiness, social media marketing |
| Subjects: | BPH Islamic Economics BPH Islamic Economics > BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development H Social Sciences > HB Economic Theory > HB3711 Business cycles. Economic fluctuations T Technology > T Technology (General) |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | Kulliyyah of Sustainable Tourism and Contemporary Languages |
| Depositing User: | Dr. Nur Shuhadah Mohd |
| Date Deposited: | 25 Jun 2024 21:56 |
| Last Modified: | 25 Jun 2024 21:56 |
| URI: | http://irep.iium.edu.my/id/eprint/112747 |
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