Sistema y Gestión de Telecomunicaciones

Communication Media in SMEs: Measuring Adaptation Factor Using Mixed Method Paradigm

Abstract

Majid A Dehkordi, Seiichiro Yonekura and Nasireddin Khansefid

The uniqueness of this research lies in its effort of exploring the communication and media adaptation in Small and Medium tourism Enterprises. Literature is reviewed from both qualitative and quantitative perspectives. The mixed approach was used and on the basis of this review some research hypotheses are formulated. Data for the qualitative section was collected from semi-structured reviews with 13 managers of tourism companies. The results fill a gap in the literature, particularly in media research and provide evidence and support for hypotheses.