The Role of Social Media Marketing Towards Increasing Hospitality Training Demand

Mwijarubi, Lorna Boniphace (2017) The Role of Social Media Marketing Towards Increasing Hospitality Training Demand. Masters thesis, The Open University of Tanzania.

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Abstract

Hospitality education plays an important role in matching and bridging the needs and expectations of hospitality students and industry players by enabling to meet demands and the qualification needs of firms, and influencing employment decisions of graduates. SMM seeks companionship with customers that have similar interests via social media avenues so as to develop a long lasting relationship and as a result, drive more revenues. For that matter this study was to study the role of social media marketing towards increasing hospitality training demand and guided by the following research objectives: to identify brands of social media marketing platforms accessible for the study area; to determine how social media marketing can be employed to increase hospitality training demand; and to assess effectiveness of social media marketing platforms towards increasing of hospitality training demand. Research design was descriptive and both qualitative and quantitative methods were used. Simple Random sampling was applied to select sampling units at secondary schools including former NCT students Alumni and hospitality industry organizations. The total numbers of sample size were 133. Non- probability sampling method used was purposive sampling which applied to select respondent from each sampling unit. In this technique the selected homogeneous respondents were chosen by using reasonable judgments and understanding of researcher, due to the fact that the respondent chosen were mostly likely to provide desired data. Findings of the study show that majority of the respondents use social media. Hence there is a need to utilise SMM as the most preferred mode of presentation so as to be able to capture the interest of the current and future students and stakeholders. This study recommends that most preferred social media like Facebook, Instagram and YouTube, LinkedIn and twitter should also include forums and discussions that could be targeted towards training needs and demands of the market.

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