The role of social media marketing in Ethiopian tourism and hospitality organizations: Applying the unified theory of acceptance and use of technology model

Figures & data

Figure 1. Factors affecting the use of social media.

Figure 4. Homoscedasticity of data).

Figure 3. Linearity of data (for online publication only).

Figure 2. Normal distribution of data.

Table 1. UTAUT constructs or variables and their meanings.

Constructs	Meanings or definitions	Adapted from Authors
Performance expectancy	The degree to which using social media will provide benefits of promoting a destination or organization.	Venkatesh et al., 2003
Effort expectancy	The extent to which the use of social media is an easy system.	Venkatesh et al., 2012
Social influence	Customers perceive that organizations should use social media.	Brown & Venkatesh, 2005
Facilitating conditions	The degree to which an organizational and technical infrastructure exists to support the use of the system.	San Martín & Herrero, 2012
Use behaviour	The degree how organizations exerted to use SM sites, spends time and intends to use	Venkatesh et al., 2003

Table 3. Actual use of social media by tourism principals.

Actual usage of social media (items)	M	SD	Skewness	Kurtosis
The organization exerted itself to SM sites.	3.32	1.02	−.313	−.276
The organization spends a lot of time on SM	3.10	1.09	.032	−.626
The organization intends to use the SM sites frequently.	3.76	1.07	−.912	.397
Valid N (176)

Table 4. Usage of social media among tourism organizations (for online publication only).

Types of organization	N	M	SD	Std. Error
Governmental	30	3.02	.85	.1557
Hotel	42	3.48	.93	.1442
Tour Operator	104	3.46	.85	.0838
Total	176	3.39	.88	.0667

Table 5. ANOVA and homogeneity of variance of actual use of social media.

Actual Use	Sum of Squares	df	Mean Square	F	Sig	Leven statistic	sig
Between Groups	4.961	2	2.481	3.249	.041	.259	.772
Within Groups	132.099	173	.764
Total	137.060	175

Table 6. Actual use of social media (post hoc results/ multiple comparisons).

(I) Type of Organization	(J) Type of Organization	Mean Difference (I-J)	Std. Error	Sig
Governmental	Hotel	−.46190*	.2088	.041
	Tour Operator	−.43932*	.1811	.043
Hotel	Governmental	.46190*	.2088	.041
	Tour Operator	.02259	.1597	.989
Tour Operator	Governmental	.43932*	.1811	.043
	Hotel	−.02259	.1597	.989

* Significant at the 0.05 level. (Source: Survey result).

Table 2. UTAUT variables reliability, normality of data and mean score.

Variables	No items	M	SD	Skewness	Kurtosis	Reliability (a)
EE (IV)	3	3.80	.63	−.358	.397	.760
PE (IV)	4	4.01	.82	−1.000	1.001	.828
FC (IV)	6	4.03	.58	−.353	−.187	.727
SI (IV)	3	3.84	.73	−.506	−.042	.738
AU (DV)	3	3.39	.88	−.470	.435	.779

Table 7. ANOVA and test of homogeneity of variances of social influence (for online publication only).

Groups	Sum Squares	df	Mean Square	F	Sig	Levene statistics	Sig
Between Groups	1.386	2	.693	1.299	.275	2.312	.102
Within Groups	92.306	173	.534
Total	93.692	175

Table 8. Descriptive result of the variable “Facilitating condition” (for online publication only).

Organizations	N	M	SD	Std. Error
Governmental	30	3.773	.869	.15865
Hotel	42	4.167	.564	.08700
Tour Operator	104	3.956	.657	.06444
Total	176	4.03	.58	.05166

Table 9. ANOVA and test of homogeneity of variance regarding facilitating condition.

	Sum of Squares	df	Mean Square	F	Sig	Levene statistic	Sig
Between Groups	2.801	2	1.401	3.052	.050	[.855	.427
Within Groups	79.409	173	.459
Total	82.210	175

Table 10. Multiple comparisons results of facilitating condition.

(I) Type of Organization	(J) Type of Organization	Mean difference (I-J)	Std. Error	Sig
Governmental	Hotel	−.3933*	.16195	.043
	Tour Operator	−.1824	.14041	.397
Hotel	Governmental	.3933*	.16195	.043
	Tour Operator	.2109	.12386	.207
Tour Operator	Governmental	.1824	.14041	.397
	Hotel	−.2109	.12386	.207

* Significant at the 0.05 level.

Table 13. Descriptive results of effort expectancy (for online publication only).

Organizations	N	M	SD	Std. Error
Governmental	30	3.51	.71	.12881
Hotels	42	3.89	.51	.07864
Tour Operators	104	3.84	.63	.06198
Total	176	3.80	.63	.04743

Table 11. ANOVA and test of homogeneity of variances about effort expectancy.

	Sum Squares	df	Mean Square	F	Sig	Leven Statistic	Sig
Between Groups	3.067	2	1.533	4.005	.020	1.625	[.200
Within Groups	66.234	173	.383
Total	69.301	175

Table 12. Multiple comparisons of effort expectancy.

(I) Type of organization	(J) Type of organization	Mean difference (I-J)	Sig
Governmental	Hotel	−.37857*	.030
	Tour Operator	−.33542*	.026
Hotel	Governmental	.37857*	.030
	Tour Operator	.04315	.923
Tour Operator	Governmental	.33542*	.026
	Hotel	−.04315	.923

* Significant at p = 0.05.

Table 14. Correlations among independent variables and dependent variable (for online publication only).

Correlation		SM usage	FC	SI	PE	EE
Pearson Correlation	(SM usage)	1.000	.421	.327	.440	.346
	Facilitating condition (FC)	.421	1.000	.423	.535	.284
	Social influence (SI)	.327	.423	1.000	.553	.236
	Performance expectancy (PE)	.440	.535	.553	1.000	.399
	Effort expectancy (EE)	.346	.284	.236	.399	1.000
Sig. (1-tailed)	(SM usage)	.	.000	.000	.000	.000
	Facilitating condition (FC)	.000	.	.000	.000	.000
	Social influence (SI)	.000	.000	.	.000	.001
	Performance expectancy (PE)	.000	.000	.000	.	.000
	Effort expectancy (EE)	.000	.000	.001	.000	.
N	SM Usage, FC, SI, PE, EE	176	176	176	176	176

Table 16. Multiple regression model summary of UTAUT.

Model^b	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.542^a	.294	.277	.73682

^a Predictors: (Constant), Facilitating condition, Effort Expectancy, Social influence, Performance expectancy.

^b Dependent Variable: Social media usage.

Table 17. ANOVA^a model fitness of UTAUT variables.

Model		Sum of Squares	df	Mean Square	F	Sig
1	Regression	37.751	4	9.438	17.384	.000^b
	Residual	90.665	171	.543
	Total	128.416	175

^a Dependent variable: Social media usage.

^b Predictors: (Constant), Facilitating condition, Effort expectancy, social influence, Performance expectancy.

Table 15. Regression coefficients^a of UTAUT.

Model		Unstandardized Coefficients		Standardized Coefficients	t	Sig	Collinearity Statistics
		B	Std. Err	Beta			Tolerance	VIF
1	(Constant)	−.041	.466		−.089	.930
	EE	.249	.102	.178	2.445	.016	.797	1.26
	PE	.333	.098	.301	3.391	.001	.536	1.87
	SI	.071	.096	.059	.738	.461	.665	1.51
	FC	.222	.120	.148	2.124	.047	.655	1.53

^a Dependent variable: Social media usage.

Table

The Roles of Social Media		1	2	3	4	5
1	Social media helps to overcome communication obstacles like distance barriers.
2	Social media helps tourism and hospitality organizations to be competitive by analyzing the feedbacks and employing constructive advice.
3	Social media is a popular tool among consumers in sharing personal experiences and comments.
4	Social media can be an advantage to reach global audience.
5	Social media helps a tourism destinations and organizations to disseminate information quickly
6	Social media can increase number of customer and hence sales volume rise.
7	Through social media we can improve customer service.
8	With free or little internet and transport cost, social media is relatively cheap
9	Social media supplements the use of traditional media.

Table

Social Influence		1	2	3	4	5
1	Customers who influence our organization behaviour think that we should use social media.
2	Customers who are important to our company think that we should use social media.
3	Customers encourage us to use social media and share the information as much as possible.
Facilitating Conditions		1	2	3	4	5
1	In general, the organization has supported the use of social media.
2	The organization has the resources necessary to use social media.
3	The company has employees with knowledge necessary to use social media.
4	Using social media fits in to my work activities.
5	An expert is available for assistance with social media difficulties.
6	The government controls social media during public unrest.
Perceived Usefulness		1	2	3	4	5
1	Social media enables me to accomplish job tasks more quickly.
2	Social media is more useful to promote Ethiopia to the world more quickly than traditional media.
3	I use social media to obtain work related information and knowledge.
4	Social networking sites help meet more number of potential customers.
Effort Expectancy/Perceived Ease of Use		1	2	3	4	5
1	Learning to use social networking sites is easy for me.
2	It is easy for me to become skilful at social media.
3	Using social media consumes much time from my normal duties.

Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540

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