• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
    • Managing Editor: Ms. Nancy Y. Liu
    • Abstracting/ Indexing: Google Scholar, CNKI, Ulrich's Periodicals Directory,  Crossref, Electronic Journals Library.
    • E-mail: ijimt@ejournal.net
HOME > Archive > 2020 > Volume 11 Number 1 (Feb. 2020) >
IJIMT 2020 Vol.11(1): 27-32 ISSN: 2010-0248
doi: 10.18178/ijimt.2020.11.1.871

Factor Analysis of Using Social Media in Tourism Enterprises for Competitiveness

Pannee Suanpang

Abstract— Social media is the “mega trend” on the digital platform for connecting, participating, communicating and sharing information among users and being using as a tool to support tourism enterprises to raise efficiency and competitiveness in the tourism industry. The objective of this paper is to analyses the factors that affect the use of social media in tourism enterprises for competitiveness in Thailand. This study has a mix method of a quantitative approach which collected information from a questionnaire of 490 tourism enterprises in five major tourism cities and a qualitative approach which collected data from interviews. The results found that, there were eight factors (provide information, contact customer, marketing, feedback, build network, brand building, increase income and customer engagement) of using social media in tourism enterprises for gain competiveness. The highest score is provided information (xˉ =3.88, S.D. =1.12), second engaging with customers (xˉ=3.69, S.D. =1.18) and third marketing ( xˉ =3.68, S.D. =1.16). The confirmatory factory analysis found that the highest loading factor of build customer network (b=1.13), second customer engagement (b=1.07), third marketing (b=1.05) and finally provide information (b=0.91) respectively. Therefore, the variance of use of social media in the tourism enterprises was 84.60%, 75.20% and 81.30% respectively. The statistical significance of the of fitness indices are 20.31, df =14, p-vale =0.12081, RMSEA=0.030. Finally, the results of interviews found that social media use in tourism enterprise for providing information, customer engagement and a reduction of business operation costs.

Index Terms— Social media, social network, factor analysis, tourism enterprise, competitiveness.

Pannee Suanpang is with Suan Dusit University, Thailand (e-mail: dtechpannee@yahoo.com).

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Cite: Pannee Suanpang, " Factor Analysis of Using Social Media in Tourism Enterprises for Competitiveness," International Journal of Innovation, Management and Technology vol. 11, no. 1, pp. 27-32, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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