Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country

Mohamed A. Abou-Shouk, Wai Mun Lim and Phil Megicks

Tourism Management, 2016, vol. 52, issue C, 327-339

Abstract: This study investigates the factors that influence e-commerce adoption in SME travel agents in a developing country. The research is based upon a questionnaire survey of travel agents in Egypt and employs advanced statistical techniques to test a conceptual framework that extends the technology acceptance model. Using competing models the study examines the relationship between e-commerce adoption, perceived benefits, perceived barriers and environmental pressures. The results indicate that environmental pressures significantly affect the perceived benefits and barriers of e-commerce adoption, in addition to having an indirect effect on adoption behaviour. Insights are provided into the nature of relationships between the key factors that determine e-commerce adoption and the extent to which they can be used to develop effective strategies for SME travel agent re-intermediation in the global travel market. Implications are identified for practice and government policy in relation to the use of e-commerce in SME travel businesses in developing countries.

Keywords: Travel agents; SMEs; E-Commerce adoption; Technology acceptance model (TAM); Environmental pressures; Developing countries; Structural competing models (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:52:y:2016:i:c:p:327-339

DOI: 10.1016/j.tourman.2015.07.007

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