jtetTraining Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia

Abstract

Despite the fact that using social media for arranging trips is becoming increasingly important, community-based tourism (CBT)ofMalaysianrural homestay operators still heavily rely on traditional marketing platforms and third parties’ assistance to gain tourist attraction. Previous studies found a lack of awareness constraining social media marketing adoption in small enterprises. Hence, thisstudy aimsatexploringthe awareness of homestay operators regarding the use of social media as a marketing toolin CBT of rural homestay operators in Malaysia. A survey study was doneby using a semi-structured interview involvingnine respondents from nine homestays across Johor, Malaysia. The data wereanalysed using thematic analysis. The findings show that the community still has low awareness ofthe digital divide as well asthe unavailability of relevant human resources and technical expertise. It also indicated that the homestays’ operatorsstilluse Malay rather than English on their social media promotion and interaction, which restricts their chancesto access global markets.It is critical for operators of homestays to improve their competencies to maintain their businesses and increase their level of market competitiveness.Therefore, this study constitutes an essential call for stakeholders’ attention to enhance CBT rural homestay operators’ awareness through effective training. Accordingly, it closes the digital gaps that challenge social media marketing awareness and hence encourages technology adoption in the community.