The Adoption of Web-Based Marketing in the Travel and Tourism Industry: An Empirical Investigation in Egypt
This paper seeks to explain the determinants of the levels of web adoption for marketing purposes by Small and Medium sized Enterprises (SMEs) in the travel and tourism industry. Web adoption is specifically defined as the ownership of a website to communicate and/or deliver travel services to a target market. Additionally, the levels of adoption represent the different levels that SMEs go through in their adoption process starting with not owning a website to being a simple adopter to being a sophisticated adopter. A distinctive model is developed drawing on Roger's innovation adoption model, the Resource Based View of the firm (RBV) and the results of previous empirical work.