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Mistilis, N. & Gretzel, U. (2014). Degrees of sophistication in social media adoption for tourism operators in Australia - a preliminary analysis. CAUTHE 2014: Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity (pp. 1028-1031). Brisbane, Australia: University of Queensland.

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Given that SM is one of the "mega trends" that has significantly impacted the tourism system, this paper aims to provide an initial analysis for tourism operators in Australia in terms of the degrees of sophistication of SM adoption. A survey of 2172 tourism operators in Australia across five industry sectors revealed that two thirds had a Social Media site presence. However, in terms of sophistication measured by number of sites on which they had a presence, their updating frequency of site contents and monitoring the number and level of consumer engagement, the results indicated the level of sophistication could be improved.

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