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Technological Skill: An Emerging Dimension of Social Media and Competitive Advantage in Sri Lankan Hotel Industry

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  • S.W.G.K. Bulankulama

    (Dept. of Social Sciences, Faculty of Social Sciences and Humanities, Rajarata University of Sri Lanka, Anuradhapura (NCP), Sri Lanka)

Abstract

Social media channels are considered as an effective method of communication, sharing information and connecting people in all age and socioeconomic groups. It has emerged as a very effective business tool to engage with consumers and to build a brand name by continuous and prompt correspondence. It also has opened up new opportunities for maintaining, extending and renewing personal and professional networks and marketing. The competition within the hotel industry is continually increasing due to the globalizing environment in which the social media has a vital role for achieving competitive advantage in the competitive business world. The objectives are to study the relationships between technological skill with social media utilization and competitive advantage. This study considered the main sample size as 331 respondents from 98 Star Grade Hotels in Sri Lanka. Managerial skill for technology adoption, planning and preparation, design, management and trust of internet and ICT are the measurement of technological skills, it has made a positive relationship with social media and competitive advantage.

Suggested Citation

  • S.W.G.K. Bulankulama, 2017. "Technological Skill: An Emerging Dimension of Social Media and Competitive Advantage in Sri Lankan Hotel Industry," Noble International Journal of Social Sciences Research, Noble Academic Publsiher, vol. 2(6), pages 68-73, June.
    • Handle: RePEc:nap:nijssr:2017:p:68-73
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    References listed on IDEAS

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