Determinants of Mobile Marketing Adoption among SMTEs in Tanzania.

Mapunda, Margareth Amon (2022) Determinants of Mobile Marketing Adoption among SMTEs in Tanzania. Doctoral thesis, The Open University of Tanzania.

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Abstract

This study aimed to assess the determinants of Mobile Marketing Adoption (MMA) among Small and Medium Tourism Enterprises (SMTEs) in Tanzania. The study used three constructs: attitude, subjective norm and perceived behaviour control from the original Theory of Planned Behaviour (TPB). The study adopted a quantitative explanatory research design and utilized a survey strategy. A stratified sampling technique was used to sample three tourist regions: Arusha, Dar es Salaam and Unguja. From these three strata, random sampling was used to select 344 decision-makers in the Small and Medium Tourism Enterprises (SMTEs from the respective stratum. Structural Equation Modelling (SEM) was employed in data analysis using IBM AMOS version 20. The findings revealed that attitude and perceived behaviour control positively and significantly influence MMA among SMTEs in Tanzania, while subjective norm showed an insignificant effect. Based on the findings, the study recommends that SMTEs have to adopt mobile marketing. The enterprises should also develop a mobile marketing platform that will be compatible with their daily business operations. Likewise, the government should develop a regulatory framework that could speed up the adoption of mobile marketing by increasing trust, technological knowledge, and security in this technology. Thus, this study concludes that attitude (compatibility, trust, ease of use, clarity and understandability) and perceived behaviour control (regulatory framework, financial structure) in which tourism enterprises operate have a positive and significant influence on the MMA. Keywords: Mobile Marketing, Adoption, SMTEs, Tourism, Tanzania, TPB

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