Continuous Social Media Use Intention in the Accommodation Sector Recovery during Post-Covid-19 Pandemic: Reflection on the Tanzania Experience

Abstract

This study evaluated the intention to use social media in the accommodationsector recovery process during the post-COVID pandemic period. Informed bythe Theory of Planned Behaviour, the study focused on three key constructsSubjective norms, Perceived Behaviour control, and Attitude to assess theaccommodation sectors on going intention to utilise social media in the post-COVID era. The study employed Structural Equation Modelling (PLS-SEM) fordata analysis based on 316 responses generated from various accommodationentities. The results indicate that these three variables are significant predictorsof continuous use intention in the accommodation sector ' s recovery efforts.Moreover, the study has established that the accommodation sector in Tanzaniais adapting to customer preferences by leveraging social media platforms toenhance reputation and trust, influenced by tourism industry expectations andsubjective norms. Based on study ' s findings and conclusion, government-driveninitiatives, among others, may strengthen the accommodation sector ' scompetitive advantages, promote continuous intention, and improve attitudestowards social media use. Additionally, educational initiatives may also helppeople become more digitally-literate and enable them to utilise social media ina productive way.Keywords: Social Media Use Intention, Accommodation Sector Recovery, Post Covid-19