Social Media Marketing, Employee Agility and Resilience of Tourism Enterprises in COVID-19 Pandemic.
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Date
2023
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Abstract
The study aimed at examining the relationship between social media marketing and the resilience of tourism enterprises in Kampala in COVID-19 pandemic. The study was based on the following objectives: to examine the relationship between social media marketing and resilience of tourism enterprises, to examine the relationship between social media marketing and employee agility in tourism enterprises, to examine the relationship between employee agility and resilience of tourism enterprises and to examine the mediating role of employee agility in the relationship between social media marketing and resilience of tour enterprise. A cross-sectional research design and quantitative approach were adopted, with a sample size of 242 respondents of which 197 responded indicating a response rate of 81.4%. The questionnaire was tested for reliability and validity. Data was analyzed using SPSS v23 as per the study objectives. Findings revealed a significant and positive relationship between; social media marketing and resilience of tourism enterprises, social media marketing and employee agility in tourism enterprises, employee agility and resilience of tourism enterprises. Overall, social media marketing and employee agility predict 53.9% of the variance in resilience of tourism enterprises. The results further revealed that employee agility partially mediates the relationship between social media marketing and resilience of tourism enterprises. The study recommended that tourism enterprises should highly elevate level of agility among their employees to be resilient in business. More so, strengthening innovation and creativity, flexibility and proactiveness among employees. The fact that the predictors in the model explain 53.9 %, further studies may be conducted to explain the remaining variation (46.1%) in the level of employee agility using different research designs. Further studies may also be conducted to ascertain other predictors of resilience among tourism enterprises in Uganda given that the independent variables only predict 53.%.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Master of Degree of Hospitality and Tourism Management of Makerere University. (PLAN A).
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Jackie, N (2023) Social Media Marketing, Employee Agility and Resilience of Tourism Enterprises in COVID-19 Pandemic. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.