Do TAM Constructs Predict E-tourism Adoption by Hotels in Agadir City South of Morocco?

Rachid Oumlil () and Yazid Ouhamane
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Rachid Oumlil: Ibnou Zohr University/ENCG-Agadir
Yazid Ouhamane: Ibnou Zohr University/ENCG-Agadir

A chapter in Tourism and Culture in the Age of Innovation, 2016, pp 603-616 from Springer

Abstract: Abstract Most developing countries considered tourism sector the main vector of their development. It is the source of their investment and job creation. To promote this sector, Morocco, fixed up a tourism strategy 2020. The latter targeted to rise up supply of the Moroccan regions and serve as a growth mechanism for these regions. However, to achieve this goal, the Moroccan government expected emergence of Information Technology (IT) and its contribution to the tourism industry. In the last decade, IT becomes ubiquitous in tourism organisations. For instance, hotels invest a large amount of their budget in the IT to promote their touristic offers and facilitate their financial statements. Moreover, IT allows tourism professionals and customers an efficient access to valuable and constructive information. This main objective of this communication is to test ability of Technology Acceptance Model (TAM) (Davis, Bagozzi, & Warshaw, 1989) to predict IT adoption by hotels in Morocco. The study was conducted at hotels located in Agadir city, South of Morocco. It expects to provide a useful knowledge on technology acceptance that could help policymakers to succeed in tourism IT strategies.

Keywords: IT adoption; Hotels; Tourism; Technology Acceptance Model; Morocco (search for similar items in EconPapers)
JEL-codes: M15 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-27528-4_41

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DOI: 10.1007/978-3-319-27528-4_41

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