Adoption of E-mail Marketing in the Hotel Sector

Matthias Fuchs (), Mario Tuta and Wolfram Höpken
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Matthias Fuchs: eTourism Competence Center Austria
Mario Tuta: eTourism Competence Center Austria
Wolfram Höpken: eTourism Competence Center Austria

A chapter in Information and Communication Technologies in Tourism 2008, 2008, pp 279-290 from Springer

Abstract: Abstract The paper identifies determinants of adoption behavior concerning E-mail marketing in the hotel sector. Based on the technology adoption literature and data generated in 241 hotels, first, a logistic regression is performed to identify the drivers behind the usage decision. Secondly, by the use of linear structural equation models (SEM), the determinants of both adoptionintensity and adoption-intention are empirically deduced. Finally, managerial implications and research challenges regarding the issue of E-mail Marketing in tourism are discussed.

Keywords: E-Mail Marketing; adoption behaviour; hotel sector; logistic regression; SEM (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-211-77280-5_25

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DOI: 10.1007/978-3-211-77280-5_25

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