The adoption of web based marketing in the Travel and tourism industry: An empirical investigation in Egypt

摘要: The main objective of this research is to increase academic understanding as well provide managerial implications in relation the determinants levels web adoption for marketing purposes by small and medium sized enterprises (SMEs) Egypt. Web specifically defined ownership a website communicate and/or deliver travel services target market. Providing facilities inquiry, reservation, communication booking are examples services. This thus interested how being used interact with customers. Additionally, represent different that SMEs go through their process starting not owning simple adopter sophisticated adopter. Non-adopters do own site. Simple adopters pages have information provision whereas online completing full transaction online. It worth noting interrelated static but part eEvolution. This provides an empirical contribution studying tourism sector example service industry investigating relative importance factors determine context developing country. In order achieve objective, integrates existing theories develop conceptual framework sector. Besides Roger’s model innovation adoption, Resource-based view firm, theory deals firm resources capabilities, valuable about firm-specific thought influence on adoption. developed based purely it theoretical perspectives. addition, researcher empirically tests using both qualitative quantitative data from agents Egypt. This divided into three parts. first (chs. 2 &3) introduces literature where concept Internet presented key themes discussed. A review firms then gaps highlighted. includes defining organizational innovation. ways which has been studied discussed classification influencing made. technological organizations provided. Finally, including discussed. The identified lack level perspective (i.e. distinguishing between use versus transactions), countries, too much focus consumer comparison innovations, shortage need identify critical affect each (ch.4) presented, integrating literature, series hypotheses derived. The second starts discussing Egypt (ch.5) selected be outlines methodology (ch.6). relies triangulation mixed methods approach combines analysis. work depth compare proposed attempt more complete picture investigated phenomenon. indicates generalizability results. consists descriptive analysis, factor analysis regression Both logistic multiple were conducted research. The third concerned results four chapters. Chapter 7 scale content agents’ websites measure evolution provided these sites over period two years. 8 details consisted 12 in-depth interviews basis triangulating findings 9 reliability validity measurement instrument. 10 presents interpretations testing. The synthesis View (RBV) produce revised conceptualisation innovations tested country management important initial decision capabilities As perceived attributes, advantage complexity found risk was adoptions. suggests contributions are: first,-innovation attributes whole story when firms’ web, also decision. Second,-different firms, consider continuous rather than dichotomous adopt vs. non-adopt. The at represents extension studies focused largely countries. can transferable countries share similarities may relevance other sectors will explained later.