Factors Influencing Social Media Utilization as a Communication Tool in the Ghanaian Hotel Industry
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- Internet Access, Affordability And Use
: Adomako Kankam William
This study sought to find out the factors influencing social media utilization in the Ghanaian hotel industry among the star-rated hotels. The study adopted cross-sectional approach to solicit the views of 127 hotel managers. The results revealed that Ghanaian hotels are present on social media, overall their use is basic. Most of the hotels suffer from low levels of visibility, activity and engagement.
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