Impact of Social Media Guidelines on Government Communication Effectiveness in Tanzania’s Tourism Sector

Effective digital communication is critical for transparency and public trust in government, particularly in sectors like tourism and natural resource management. This study investigates the impact of the Social Media Guidelines on communication practices within Tanzania’s Ministry of Natural Resources and Tourism (MNRT), underpinned by the Technology Acceptance Model (TAM). TAM provides a framework to examine how perceived usefulness and ease of use influence staff adoption and adherence to the guidelines. Using a descriptive case study design with a Concurrent Triangulation Mixed-Methods Approach, data were collected from 70 MNRT staff via structured questionnaires and 10 key informants through semi-structured interviews. Findings reveal that the guidelines moderately improved consistency, transparency, and accuracy of social media communications. However, challenges such as limited technical capacity, uneven interpretation, and resource constraints hinder full implementation. The study recommends mandatory continuous training and formal enforcement mechanisms to ensure uniform adherence, thereby enhancing communication efficiency, public trust, and organizational credibility.