Chapter One Introduction 1
1.1 Research background:Social media and small and medium sized tourism enterprises in China 1
1.2 Aims and objectives 4
1.3 Structure of the thesis 4
Chapter Two Literature Review 6
2.1 Introduction 6
2.2 Social media and tourism industry 6
2.2.1 Rapiddevelopment of Web 2.0 and social media:An overview 6
2.2.2 Impact of social media on traveller behaviors 8
2.2.3 Impact of social media on tourism suppliers and intermediaries 10
2.2.4 Functions of social media employed by tourism enterprise 12
2.2.4.1 Communication 12
2.2.4.2 Marketing and promotion 13
2.2.4.3 Product distribution 13
2.2.4.4 Management 14
2.2.4.5 Market Research 14
2.2.5 Previous research on utilizing different types of social media by tourism organizations 15
2.2.5.1 Studv on eWOM 15
2.2.5.2 PRS website 15
2.2.5.3 Microblogging 16
2.2.5.4 Social Networking sites 16
2.2.5.5 Blogs 17
2.2.5.6 Multimedia broadcasting and sharing sites 17
2.3 Literature on SMTEs study 18
2.3.1 Definition of SMTEs 19
2.3.2 Characteristics of small firms and distinctiveness from large firms 20
2.3.3 SMTEs in China 23
2.3.4 SMTE Policy Frameworks and the Chinese Policy Context 25
2.4 ICTs adoption among SMTEs 27
2.4.1 Motivation of ICT adoption and ability required 27
2.4.2 E-tourism in China 28
2.4.3 Meta-review of literature in field of adoption ICTs by SMTEs 29
2.4.3.1 Aims and method used of meta-review 29
2.4.3.2 Key findings of meta-review 29
2.5 Conclusion 34
Chapter Three Methodology 38
3.1 Introduction 38
3.2 Research Method Approaches 38
3.3 Past Research Methods 42
3.3.1 Semi-Structured Interview （SSI） 45
3.3.2 Ethnography and field interviews 45
3.3.3 Symposium and Panel discussion with experts 46
3.3.4 Questionnaire Survey 46
3.4 Method Selection and data required 46
3.5 Questionnaire survey design and execution 47
3.5.1 Framework of the survey design 47
3.5.2 Questionnaire design 48
3.5.2.1 Section A:questions about owner/managers and their businesses 48
3.5.2.2 Section B:Impact of Social Media on their business 48
3.5.2.3 Section C:Their perceived Benefit and Challenge of adopting social media 48
3.5.2.4 Section D:Factors associated with the adoption and implementation of social media 48
3.5.2.5 Section E:Attitude towards using social media in their business 48
3.5.3 Measurement scales 49
3.5.4 Piloting 49
3.5.5 Sampling and sample size 50
3.5.6 Questionnaire survey delivery and execution 51
3.5.7 SSI design and execution 52
3.6 Validity and reliability 53
3.7 Methods of data analysis 54
3.7.1 Quantitative analysis 54
3.7.2 Qualitative analysis 54
3.8 Conclusion 55
Chapter Four The study on Small and medium sized Hotels 56
4.1 Introduction 56
4.2 Quantitative research on SMHs 57
4.2.1 Descriptive Statistical analysis 57
4.2.1.1 Demographic characteristics of owner-managers and profile of their business 57
4.2.1.2 Status of using Social Media 61
4.2.1.3 Perceived benefit and challenges ofusing social media 63
4.2.1.4 Factors related with using social media 66
4.2.1.5 Attitude towards using social media 68
4.2.2 Bivariate Analysis 68
4.2.2.1 Owner/manager and their Hotels 69
4.2.2.2 Adoption of social mediaand theirtype preference 70
4.2.2.3 Perceived benefit and challenges 70
4.2.2.4 Factors related with using social media 71
4.2.3 Multivariate analysis（Factor Analysis） 71
4.2.4 Summary of quantitative research and questions for further discussion in qualitative research 75
4.3 Qualitative Research on SMHs 76
4.3.1 Impact of social media on SMHs 77
4.3.1.1 Owner-managers’perception of the concept of social media and their brand loyalty 77
4.3.1.2 Types of social media used 78
4.3.1.2.1 Product Review System 78
4.3.1.2.2 MicroBlogging 79
4.3.1.2.3 Social networking website 80
4.3.1.2.4 Blogs and picture，video sharing 81
4.3.1.3 Impact on their business performance and management 82
4.3.2 Perceived benefit and challenges of using social media 84
4.3.2.1 Perceived benefit of using social media 84
4.3.2.1.1 Broadcasting information and receiving customer information and feedback 84
4.3.2.1.2 Reach massive customer pools and niche market 85
4.3.2.1.3 Benefitfrom Communication 85
4.3.2.2 Perceived Challenges of using social media 85
4.3.2.2.1 ‘Free to talk，no one to listen’ 85
4.3.2.2.2 Awareness，Time and Knowledge of owner-mangers 86
4.3.3 Factors related with social media adoption 86
4.3.3.1 Owner/Manager related factors 86
4.3.3.1.1 Start-up motivation:E-Lifestyle versus Business opportunities 87
4.3.3.1.2 Lack of clear operation goals and future goals 87
4.3.3.1.3 Heavily rely upon Capacity of owner-managers 87
4.3.3.2 Social Media providers related factor 88
4.3.3.2.1 Guidance and service provided by social media websites 88
4.3.3.2.2 Security of social media website 88
4.3.3.3 Cost and financial constrains 88
4.3.3.4 Skilled human resource factor 89
4.3.3.5 Policy and government support 89
4.3.4 Attitudes towards of using Social Media 90
4.4 Conclusion 90
Chapter Five Study on Small and Medium sized Travel Agencies 93
5.1 Introduction 93
5.2 Quantitative research on SMTAs 93
5.2.1 Descriptive Statistical analysis 94
5.2.1.1 Demographic characteristics of owner-managers and profile of their business 94
5.2.1.2 Status ofusing Social Media 96
5.2.1.3 Perceived benefits and challenges of using social media 98
5.2.1.4 Factors related with using social media 100
5.2.1.5 Attitude towards of using social media 101
5.2.2 Bivariate Analysis 101
5.2.2.1 Owner/manager and theirTravel Agencies 102
5.2.2.2 Adoption of socialmedia andtheirtype preference 102
5.2.2.3 Perceived benefit and challenges 102
5.2.2.4 Factors related with using social media 102
5.2.3 Summary of quantitative research and questions for further discussion in qualitative research 103
5.3 Qualitative Research on SMTAs 104
5.3.1 Impact of social media on SMTAs 104
5.3.1.1 Social media Type preference and using strategies 105
5.3.1.1.1 Microblogging 105
5.3.1.1.2 Social Networking Websites 106
5.3.1.1.3 Product Review Systems （PRS） 107
5.3.1.1.4 Othertypes of socialmedia 108
5.3.1.2 Impact of social media on business performance 108
5.3.2 Perceived benefit and challenges of using social media 109
5.3.2.1 Perceived benefit of using social media 109
5.3.2.1.1 Assisting demonstrating complex travel products 109
5.3.2.1.2 Improving Public recognition and Image making 109
5.3.2.1.3 Reach:targeted segments and niche markets 109
5.3.2.2 Perceived Challenges of using social media 110
5.3.2.2.1 Lack of Awareness，Time and related Knowledge 110
5.3.2.2.2 Lack of in-house experts and systematic social media management 110
5.3.2.2.3 Insufficient participation 111
5.3.3 Factors related with SM adoption 111
5.3.3.1 Owner/Manager-related factors 111
5.3.3.1.1 Technology acceptance and capacity of owner-mangers 111
5.3.3.1.2 Owner-manager’s motivation of using social media 112
5.3.3.1.3 Further social media operation goals vs.business growth stages 112
5.3.3.2 Customer’s acceptance 113
5.3.3.3 Social media related factors 113
5.3.3.4 Operation cost，reinvestment capital and skilled human resource 114
5.3.4 Attitudes towards using social media 114
5.4 Conclusion 115
Chapter Six Comparison between Small and medium sized Hotels and Travel agencies 118
6.1 Introduction 118
6.2 Quantitative analysis 118
6.2.1 Impact of social media on SMTEs 119
6.2.2 Perceived benefits and challenges 121
6.2.2.1 Mann-Whitney U test of Perceived benefits 121
6.2.2.2 Mann-Whitney U test of Perceived Challenges 123
6.2.2.3 Comparison of Kruskal-Wallis tests results（Perceived benefits and challenges） 125
6.2.3 Factors related with social media adoption 126
6.2.3.1 Mann-Whitney U tests offactors related to social media adoption 126
6.2.3.2 Comparison of Kruskal-Wallis tests（factors related with social media adoption） 129
6.3 Qualitative Analysis 129
6.3.1 Impact of social media on SMTEs 129
6.3.1.1 Impact on business performance 130
6.3.1.2 Changes in operation and management 132
6.3.2 Benefits perceived by SMTAs and SMHs 133
6.3.3 Challenges perceived by SMTAs and SMHs 136
6.3.4 Factors related with social media adoption and implementation 140
6.3.4.1 Owner/manager related factors 140
6.3.4.2 Social media related factors 140
6.3.4.3 Resource related factors 141
6.3.4.4 Customer acceptance 141
6.4 Conclusion 142
Chapter Seven Conclusion 144
7.1 Introduction 144
7.2 Main findings of research 144
7.2.1 Objective 1:Impact and extent of social media on SMTEs 145
7.2.2 Objective 2:To investigate the perception of owner/managers regarding the benefits and challenges of using social media 148
7.2.3 Objective 3:To examine the factors determining social media adoption 150
7.2.4 Objective 4:To investigate SMTE owner/manager’s attitudes towards using social media 153
7.3 Research contributions 156
7.4 Limitations of this study 157
7.5 Recommendations for future research 158
Appendix 1 Questionnaire 159
Appendix 2 Interview schedule 167
Appendix 3 Series of Bivariate analysis of social media using and groups of variables 171
Appendix 4 Kruskal-Wallis test of perceived benefits and challenges with different age groups of hotel owner/managers 174
Appendix 5 Kruskal-Wallis test of perceived benefits and challenges with different role of owner/managers in SMHs 176
Appendix 6 Kruskal-Wallis test of factors associated with social media adoption with different role of owner/managers in SMHs 178
Bibliography 179