 Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisationsHatem El-Gohary Tourism Management, 2012, vol. 33, issue 5, 1256-1269 Abstract: This study aims to analyze the different factors affecting the adoption of Electronic Marketing (E-Marketing) by Egyptian small tourism organizations. The study validates a conceptual framework extending TAM and IDT models to explain E-marketing adoption utilising a quantitative approach, in which data is collected based on survey strategy through questionnaires to address different levels of the study. Advanced statistical tools and SEM were used to analyze the collected data. The findings indicated that Egyptian tourism organizations internal and external factors have a great impact on the adoption of E-Marketing by such organizations. The findings also confirmed that IT theories (namely TAM and IDT) are valid in illustrating E-Marketing adoption by Egyptian tourism organizations. The results reinforce the importance of environmental factors on E-Marketing adoption and add to the extremely limited number of empirical studies that has been conducted to investigate E-Marketing adoption in developing countries. Keywords: Electronic Marketing; E-Marketing adoption; Small tourism organizations; Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT); Egypt (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:33:y:2012:i:5:p:1256-1269 DOI: 10.1016/j.tourman.2011.10.013 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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