Barriers Affecting Social Media Adoption in Finnish Tourism Businesses

Juho Pesonen (), Jenni Mikkonen (), Marika Makkonen () and Antti Honkanen ()
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Juho Pesonen: University of Eastern Finland
Jenni Mikkonen: University of Eastern Finland
Marika Makkonen: Savonia University of Applied Sciences
Antti Honkanen: University of Eastern Finland

A chapter in Information and Communication Technologies in Tourism 2014, 2013, pp 723-731 from Springer

Abstract: Abstract Social media has affected the ways tourism companies do business and companies have been eager to adopt it as part of their marketing strategy. However, there still exists a large number of tourism companies that completely neglect the use of social media. This study explores the reasons why some tourism companies do not adopt social media. First, tourism companies are interviewed about the reasons why they are not using social media. Second, the results from the interviews are transformed into quantitative survey on barriers to adopt social media. The results show that there are three main barriers for not using social media: no resources, concerns about social media and no need to use social media. The results also show some explanations for the differences between companies.

Keywords: Social media; Technology adoption; Tourism; Barriers (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-03973-2_52

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DOI: 10.1007/978-3-319-03973-2_52

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