Abstract
Background: In tourism globally there is a growing interest in social media
marketing research. However, most previous research on social media marketing
has focused on large tourism enterprises such as chain hotels, leaving out small
tourism businesses such as travel agencies and tour operators.
Objective: The aim of this research was to establish factors that influence attitude
towards the use of social media marketing by travel agencies and tour operators in
South Africa.
Method: The study adopted a quantitative approach through the use of
questionnaires. Data used in the analysis was collected from a total of 150 travel
agencies and tour operators by means of a structured questionnaire. Multiple
regression analysis and one‐way ANOVA were used for data analysis...