Continuous Social Media Use Intention in the Accommodation Sector Recovery during Post-Covid-19 Pandemic: Reflection on the Tanzania Experience

Abstract

This study evaluated the intention to use social media in the accommodation
sector recovery process during the post-COVID pandemic period. Informed by
the Theory of Planned Behaviour, the study focused on three key constructs
Subjective norms, Perceived Behaviour control, and Attitude to assess the
accommodation sectors on going intention to utilise social media in the post-
COVID era. The study employed Structural Equation Modelling (PLS-SEM) for
data analysis based on 316 responses generated from various accommodation
entities. The results indicate that these three variables are significant predictors
of continuous use intention in the accommodation sector’s recovery efforts.
Moreover, the study has established that the accommodation sector in Tanzania
is adapting to customer preferences by leveraging social media platforms to
enhance reputation and trust, influenced by tourism industry expectations and
subjective norms. Based on study’s findings and conclusion, government-driven
initiatives, among others, may strengthen the accommodation sector’s
competitive advantages, promote continuous intention, and improve attitudes
towards social media use. Additionally, educational initiatives may also help
people become more digitally-literate and enable them to utilise social media in
a productive way.

Keywords: Social Media Use Intention, Accommodation Sector Recovery, Post Covid-19