The role of broadband adoption/use in the survival and growth of food and drink micro-businesses in remote-rural Scotland

Gilani, Sayed Abdul Majid and Tantry, Ansarullah and Askri, Soumaya and Sergio, Rommel (2025) The role of broadband adoption/use in the survival and growth of food and drink micro-businesses in remote-rural Scotland. Journal of Innovation and Entrepreneurship, 15. ISSN 2192-5372

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Abstract

The purpose of this article is to investigate the drivers and barriers to broadband adoption/use by food and drink micro-business owner-managers based in remote-rural Scotland. This study adopts a mixed methods approach consisting of 141 questionnaires involving rural restaurants, which is then followed by 42 semi-structured interviews with restaurant owners based in remote-rural Scotland. A Thematic analysis method offered the researchers simplicity as well as rigour to explore and arrange the retrieved data, which, in the opinion of the researchers, was necessary as it also offered flexibility to support the nature of this exploratory research study. The broadband adoption drivers of bookings, customer use, monetary transactions, and security [e.g. CCTV (Closed Circuit Television)], and barriers of lack of ISP selection and location of restaurants were highlighted as findings exclusive to this research study. The research also makes a key contribution by creating and developing the Broadband Adoption Framework (BAF) along with identifying broadband adoption/use drivers and barriers from the context of restaurant businesses based in remote-rural Scotland. The generalisability and representativeness of the sample in terms of different regions in remote-rural Scotland were a challenge due to a disproportionate sample under-representing some areas. Concerning remote-rural Scotland, recommendations are made for (1) food and drink business owner-managers and maximisation of the value added through broadband adoption/use; and (2) Scottish Government policy for ensuring equality of broadband access to ensure that rural-based businesses can effectively incorporate broadband into their operations. The findings from this research may better address the social exclusion and digital divide between urban and rural communities and businesses in Scotland. This study contributes to knowledge by identifying broadband adoption/use drivers and barriers exclusive to food and drink micro-businesses in remote-rural Scotland. However, some rural areas in Scotland were under-represented, and there was no primary insight gained from Scottish/UK government policymakers for broadband infrastructure in rural Scotland. It should be noted that the authors believe that in the case of future related studies, the validity, dependability and thoroughness of the findings can be enhanced by ensuring a more representative sample in terms of rurality and location. Additionally, the authors believe that results for drivers and barriers to broadband adoption/use may vary based on geography, sector, size and level of rurality for included businesses.

Item Type:	Article
Identification Number:	10.1186/s13731-025-00609-2
Dates:	Date Event 23 May 2025 Accepted 23 December 2025 Published Online
Uncontrolled Keywords:	Barriers and drivers, Broadband, Micro-businesses, Restaurants, Rural, Digital divide
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-02 - business studies
Divisions:	Business School > Management, Business and Marketing
Depositing User:	Gemma Tonks
Date Deposited:	09 Feb 2026 13:00
Last Modified:	09 Feb 2026 13:00
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16850

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