The Importance Of Technology In The Tourism Industry

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The emergence of e-commerce has allowed tourism industry to change the traditional way through website utilization. Website utilisation is one main reason for the existence of e-tourism adoption. The purpose of this research is to investigate the influence of technology, organisation and environment (TOE) towards e-tourism adoption. In addition, this paper aimed to identify the level of website adoption in both hotel and travel agencies. Data were gathered using online survey questionnaires from 47 tourism companies in West Sumatera, Indonesia. Partial Least Square (PLS) was conducted to test three hypotheses. The results indicate that tourism industry presence in the level of quite interactive website. The results also suggest that technology,…show more content…
In the late 1990s, the focus seems contrary shifting to e-commerce adoption (Salwani, Marthandan, Norzaidi, & Chong, 2009). The tourism industry is one sector that could benefit by adopting e-commerce as a marketing tool to promote company's products or services, provide information to customers as well as the sales process and online payment (Burgess, Cooper, & Alcock, 2001). One of the implementation of technology in tourism industry called tourism, electronics or simply e-tourism (Buhalis and June 2011). The progress of this system has gained much intention on innovation process that could potentially be a key factor in the success of the tourism industry (Chiou, 2010). This statement is consistent with the findings of research conducted by Salwani et al., (2009), found that the use of e-commerce in tourism, improve the performance of the company. Therefore, it can be proposed that adopting e-tourism is an obligatory for all enterprises in the tourism…show more content…
In order to accommodate the previous studies of e-commerce as a generic theory of ICT development, e-tourism adoption in this study were derived from the theory of the extended Model of Internet Commerce Adoption (eMica) proposed by Burgess and Cooper (2002) and technological-organisational-environmental (TOE) framework argued by Tornatzky & Fleischer (1990). Although eMica model consists of three stages in business process, e.g information, interaction, and transaction, TOE framework is more considered to be a holistic integrative framework in e-tourism adoption (Choocinprakarn,

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