Determining Technology Readiness in Adopting Social Media Marketing Among Asnaf Entrepreneurs in Rural Destination Kuala Perlis

• Main Authors: Mohd Sabri, Wardina Hani, Mohd, Nur Shuhadah, Abd Rahman, Nur Hidayah, Kamarudin, Lina Munirah, Shahidan, Athifah Najwani
• Format: Proceeding Paper
• Language: English
• Published: 2024
• Subjects: BPH Islamic Economics; BPH830.3 Social systems. Urban groups. Cities and towns. Sustainable urban development; HB3711 Business cycles. Economic fluctuations; T Technology (General)
• Online Access: http://irep.iium.edu.my/112747/1/ICLET%202023_2_Determining%20Technology%20Readiness%20in%20Adopting%20Social%20Media.pdf; http://irep.iium.edu.my/112747/; https://conference.iium.edu.my/iclet2023/
• Institution: Universiti Islam Antarabangsa Malaysia

Rural tourism cannot flourish without small companies (SMEs) to support its operations and long-term viability. Small and medium-sized enterprises (SMEs) in tourist towns not only handle the main production firm but also function as a tourist attraction. However, it is known that due to their low capacities, lack of money, lack of technical experience, unstable organisational structure, and small number of employees, SMEs are hesitant to adopt new marketing methods. Hence, this study attempts to determine the technology readiness among Asnaf SMEs and entrepreneurs using a TR-based segment derived from the TRI Model by Parasuraman and Colby (2015). The study area is Kampung Seberang Ramai, Kuala Perlis. The research adopted a qualitative approach, in which the snowball and purposive techniques were used to identify 20 respondents from Kampung Seberang Ramai. The findings discovered that Asnaf entrepreneurs have difficulty using social media and are disinterested in it. The lack of resources is what makes them reluctant to adopt social media. This research is expected to understand Asnaf’s situation and provide findings regarding the assistance they most need.