Social Media and Small and Medium Enterprises in the Malaysian Tourism Industry

Noraihan Mohamad ()
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Noraihan Mohamad: Management and Science University

Chapter 47 in Handbook of Technology Application in Tourism in Asia, 2022, pp 1041-1064 from Springer

Abstract: Abstract This chapter sets out to discuss how social media could be welcomed as a new marketing medium to ensure business survival, notably that of the tourism industry in Malaysia. Current business organizations tend to focus on online medium to market their products and services. There are various features of social media that make this medium vital in today’s tourism marketing. These features include usability, relative advantages, low cost, quick access, and wide coverage. For small and medium enterprises (SMEs), these features offer more space and opportunities to those who would like to remain competitive in the global market. Furthermore, present information and communications technology (ICT) makes accessibility to social media easier anywhere and everywhere through the use of devices such as smartphones and tablets. Despite that, this study also discusses on how SMEs can utilize social media marketing to ensure their continuity during the COVID-19 pandemic outbreak. It is, therefore, imperative for the SMEs in tourism to adapt themselves to current technology shifts and utilize these shifts in the context of their business marketing.

Keywords: Tourism; Social media; Small and medium enterprises; Malaysia; Development (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-2210-6_47

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DOI: 10.1007/978-981-16-2210-6_47

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