Effect of Social Media Tools on Service Delivery of Hospitality Businesses in Akure, Nigeria

International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue X, October 2021 | ISSN 2454–6186

Effect of Social Media Tools on Service Delivery of Hospitality Businesses in Akure, Nigeria

 *Olowofeso, Edamisan¹ & Ale, Olatide Aarinola².
¹&²Department of Entrepreneurship, School of Management Technology,
The Federal University of Technology, Akure, Nigeria.

Abstract: The study examines the extent and effect of social media tools on the service delivery of hospitality businesses in Akure, Nigeria. A total of 122 hospitality businesses were obtained from the records of the Ondo State Ministry of Culture and Tourism and used as respondents for the study. Two sets of copies of structured questionnaires were administered randomly to 100 selected hospitality businesses. A manager and customer were randomly selected from each of the hospitality businesses as respondents. A total of 200 copies of questionnaires were administered. However, the analysis, which relied on the use of SPSS version 25, was based on 174 copies that were retrieved. The reliability test was determined using Cronbach’s alpha and all the variables were above 0.7. The study adopted descriptive statistics to analyse the nature and extent of the different social media tools used in the industry while multiple linear regression techniques were used to analyse the result. Findings revealed that Facebook, WhatsApp and Twitter were the most prominent social media tools used by the respondents. Results of the multiple regression analysis revealed an R2 of 0.717 and a significant value of P < 0. 05. The study concluded that there is a positive relationship between the use of social media tools and the service delivery of hospitality businesses in the study area, and therefore, recommended the utilisation of social media tools to increase their visibility on the digital space, for proper planning and maximum success.

Keywords: Hospitality business, service delivery, social media tools

I.INTRODUCTION

The increase in the number of hotels and restaurant businesses, in both developed and developing nations, over the last twenty years has led to increased competitiveness in the hospitality sector. The hospitality business is one of the most popular businesses carried out globally through the use of different social media platforms to reach their targeted customers, in order to promote the businesses and their products. Much of today’s worldwide business is completed over digital networks that link people and businesses (Kotler & Amstrong, 2012). Similarly, social media platforms are also a way of managing the link between the sector and its customers. As noted by Kotler and Amstrong (2012), these platforms have transformed the development and practice of public relations of many businesses and public enterprises.
Okonkwo, Eyisi and Ololo (2015) defined social media as a form of electronic communication that facilitates free interaction among people all over the world. Similarly, social media involves getting and sharing data online through messages, pictures, audio, and video formats (Melián-

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