Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations

El-Gohary, Hatem (2012) Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism Management, 33 (5). pp. 1256-1269. ISSN 02615177 (ISSN)

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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. © 2011 Elsevier Ltd.

Item Type: Article
Uncontrolled Keywords: E-Marketing adoption, Egypt, Electronic Marketing, Small tourism organizations, Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT), adoption constraint, conceptual framework, empirical analysis, implementation process, marketing, quantitative analysis, questionnaire survey, tourism economics, tourism management, Egypt
Subjects: N500 Marketing
N800 Tourism, Transport and Travel
Divisions: UoA Collections > UoA19: Business and Management Studies
Faculty of Business, Law and Social Sciences > Birmingham City Business School > Dept. Strategy, Marketing and Economics
Depositing User: Hussen Farooq
Date Deposited: 10 Feb 2017 14:08
Last Modified: 10 Feb 2017 14:08
URI: http://www.open-access.bcu.ac.uk/id/eprint/2227

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