Assessing the Readiness of Small to Medium Enterprises in Hospitality Industry to Adopt Digital Media Technology

The present study has critically explored on the hospitality industry mainly focusing on SME‟S technology readiness to adopt digital media for consumer engagement. The main objective of the study was to assess employee personality traits that influence the adoption of digital media by SME‟s in the hospitality sector. In addition, it sought to determine the relationship between employees‟ innovativeness towards social media and consumer brand identification. It also sought to determine the relationship between employee optimism towards social media and brand absorption by consumers. Last but not least, it sought to determine the nexus between employee innovativeness towards social media and consumer interaction with a brand. The study adopted a deductive approach and quantitative methods were utilised through the use of questionnaires. Concerning the first research objective, the study found a positive relationship between employees‟ innovativeness towards social media and consumer brand identification. As far as the second objective was concerned, the study has revealed that employee optimism towards social media and brand absorption by consumers was not significant. Lastly, with regards to the third objective, the study found out there was a positive relationship between innovativeness towards social media and consumer interaction with a brand. Thus, it was concluded from these findings that digital media play an important role in information dissemination to consumers. Based on the findings and study conclusions, the researcher recommended that there is need for SME‟s to recruit brand and digital managers and government should establish technological hubs to train these SME‟s in the tourism industry. The study recommends that the SME‟s should harness data mining and build on databases, take advantage of daily and direct communication and employees have to put their energy in driving positive word of mouth among social media users.  Employees should be trained on effective social media utilisation. SME‟s should promote energetic torch bearers to encourage more positive purchase behaviour. The government needs to closely work with stakeholders in the tourism and the telecommunication industry on areas like network coverage and connectivity and also influence the telecoms industry so that they can charge affordable roaming fees and design business strategy packages for travellers with suitable fees and promotions.