Journal of
Hospitality Management and Tourism

  • Abbreviation: J. Hosp. Manage. Tourism
  • Language: English
  • ISSN: 2141-6575
  • DOI: 10.5897/JHMT
  • Start Year: 2010
  • Published Articles: 58

Article in Press

Social media technologies and internal marketing in Zimbabwean hotels

CUT nzengeni Zengeni

  •  Received: 21 January 2019
  •  Accepted: 21 March 2019
The purpose of this study was to explore the extent to which the use of social media technologies in internal marketing contributes to Zimbabwean hotels. The specific objectives of the study were to establish the current state of the use of social media technologies in internal marketing activities in Zimbabwean hotels, to assess the extent to which the use of social media technologies in internal marketing contributes to Zimbabwean hotels and to suggest strategies to enhance the contribution of social media technologies in internal marketing in Zimbabwean hotels. The problem which prompted the researcher to carry out this study is the fact that hotels are undermining the use of social media technologies in internal marketing that some of them have either stayed away from using it or failed to see beneficial results from their use within their organisation. A qualitative research design was adopted with the target population being 61. The purposive sampling technique was adopted to come up with a sample size of 37. Copies of self-administered questionnaires were distributed to the hotel employees. A qualitative research methodology was used as the study was mainly aimed at establishing and analysing the various views of hotel employees on the usage of social media technologies in internal marketing. Graphs and tables were used to record data. The major findings of the study suggested that the hotel employees should be educated on how to use social media technologies in internal marketing effectively for the benefit of the organisation as well as to monitor and improve the facilities which make social media technologies easy to use. Using social media technologies contributes so much to internal marketing by making a formal environment informal, enhancing employee product knowledge and increasing customer and employee satisfaction. It can be concluded that if employees can be educated on how to use social media technologies in internal marketing effectively, the hotels can enjoy its benefits which include cutting costs for printing memos and notices as well as eliminating the time spent in meetings and use it for some other purposes other than communicating information with employees since it can be now just communicated on social media.

Keywords: social media technologies, internal marketing.