Journal of Tourism Quarterly

Adoption of Social Media Marketing among Small and Medium Enterprises in Arusha’s Culinary Tourism Sector, Tanzania

Alpha Mwongoso — 2025-12-16

Social media has become a vital marketing channel for tourism enterprises, transforming how businesses attract visitors and build destination appeal. However, many small and medium-sized enterprises (SMEs) in emerging economies still struggle to adopt Social Media Marketing (SMM), limiting their competitiveness in digital tourism markets. This study explored factors influencing SMM adoption among 164 food-based SMEs in Arusha’s culinary tourism sector. Using Exploratory Factor Analysis and Binary Logistic Regression, the study identified technological, environmental, organizational, and innovativeness factors as key determinants. Findings show that environmental pressures including tourist expectations, institutional influences, and e-reputation, exert the strongest impact on adoption, while technological usefulness and innovativeness also encourage uptake. Conversely, organizational barriers such as limited resources, weak digital systems, and insufficient entrepreneurial orientation hinder adoption. Guided by the Technology-Organization-Environment framework and Diffusion of Innovation theory, the study demonstrates how external pressures and perceived innovation benefits shape adoption. It recommends investing in digital capabilities, content quality, and structured customer engagement to enhance overall competitiveness.

A Study on Tourist Satisfaction in the Xinbeitou Hot Spring Area, Taiwan

YungTan Lee — 2025-12-16

This study investigates tourist satisfaction in the Xinbeitou Hot Spring Area of northern Taiwan using a questionnaire survey with 406 valid responses. Findings indicate that young, well-educated visitors primarily seek relaxation and social bonding. High satisfaction was reported for environmental ambiance and hot spring quality, while lower ratings were given to souvenirs, pricing transparency, and activity diversity. Significant differences in satisfaction were found across age, education, occupation, and residence, but not income. The results highlight Xinbeitou’s strengths in wellness tourism and suggest enhancements in cultural programming, retail quality, and service design to improve visitor experiences and destination competitiveness.

A Participatory documenting of tourist attractions and activities in selected protected areas in the Eastern Highlands of Zimbabwe: Stories, journeys and challenges

Innocent Mahakata — 2025-12-16

The paper seeks to document different tourist attractions, related activities and the associated historical and climatic conditions in the Chimanimani National Park, Vumba Botanical Garden and Bunga Botanical Reserve. In this survey data was collected through document analysis (Printed and electronic literature), key stakeholders’ engagement (face-to-face with local tourism players and guides) and through field surveys which were conducted from 30 March 2023 to 31 July 2024. Quantitative data collected was analysed using statistical methods in Microsoft Excel and presented as tables and graphs. Several attractions and related activities recorded include endemic species, rock climbing, hiking, rock paintings, cultural/sacred sites, waterfalls and springs, caves and cave exploration, camping and picnicking and guided walks. Gardens and wedding venues were found in Vumba while rock climbing and hiking are dominant in Chimanimani. The three protected areas provide a unique micro-climate different from the rest of the country favourable for outdoor activities. There is need to improve connectivity and update information about the attractions as well as directional arrows to each specific attraction for clients’ benefit.

Participation of people with disabilities in gastronomy tourism in Zimbabwe: a stakeholders’ perspectives.

Vitalis Basera — 2025-12-16

Despite the growing global emphasis on inclusive tourism, the integration and participation of people with disabilities (PwDs) in gastronomy tourism remains under-explored in Zimbabwe. This study explores stakeholder perspectives on the level of inclusion of PwDs in gastronomy tourism, with a focus on accessibility, involvement in culinary enterprises and policy implementation. A qualitative research design was employed, involving semi-structured interviews with key stakeholders including government representatives, non-governmental organizations, restaurant operators, and PwDs. Data were analysed thematically. Findings reveal that although Zimbabwe has ratified disability inclusion frameworks, practical implementation in gastronomy tourism remains minimal due to infrastructural barriers, attitudinal biases and limited stakeholder coordination. The study recommends a multisectoral approach involving capacity building, legislative enforcement, and inclusive business models to enhance PwDs' participation in gastronomy tourism.