Teoh Ai Ping

Analyzing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry

In developing countries such as Malaysia, citizens primarily use the internet to keep in touch with friends/family via social networking sites. Firms have realized the potential of the social web to promote their products/services. This article develops a conceptual model, grounded in Technology-Organization-Environment theory, to assess the adoption/use of Web 2.0 for branding activities and its effect on firm performance. Hypotheses are tested using a sample of 104 Malaysian firms from the hospitality industry.

Social Media as a Tool to Help Select Tourism Destinations: The Case of Malaysia

ABSTRACT This study modeled use of social media as a tool to select tourism destinations. The findings revealed that perceived usefulness, perceived ease of use, perceived risk, and electronic word-of-mouth (e-WOM) directly influenced the attitude and has an indirect effect on intention with the presence of attitude. The development of tourism marketing and communication strategies should focus on the online context as the factors which are capable of influencing tourists’ behavior in a more efficient way.