Effect of Social Media Tools on Service Delivery of Hospitality Businesses in Akure, Nigeria

Edamisan Olowofeso and Olatide Aarinola Ale
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Edamisan Olowofeso: Department of Entrepreneurship, School of Management Technology, The Federal University of Technology, Akure, Nigeria.
Olatide Aarinola Ale: Department of Entrepreneurship, School of Management Technology, The Federal University of Technology, Akure, Nigeria.

International Journal of Research and Innovation in Social Science, 2021, vol. 05, issue 10, 25-31

Abstract: The study examines the extent and effect of social media tools on the service delivery of hospitality businesses in Akure, Nigeria. A total of 122 hospitality businesses were obtained from the records of the Ondo State Ministry of Culture and Tourism and used as respondents for the study. Two sets of copies of structured questionnaires were administered randomly to 100 selected hospitality businesses. A manager and customer were randomly selected from each of the hospitality businesses as respondents. A total of 200 copies of questionnaires were administered. However, the analysis, which relied on the use of SPSS version 25, was based on 174 copies that were retrieved. The reliability test was determined using Cronbach’s alpha and all the variables were above 0.7. The study adopted descriptive statistics to analyse the nature and extent of the different social media tools used in the industry while multiple linear regression techniques were used to analyse the result. Findings revealed that Facebook, WhatsApp and Twitter were the most prominent social media tools used by the respondents. Results of the multiple regression analysis revealed an R2 of 0.717 and a significant value of P

Date: 2021
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