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

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  • El-Gohary, Hatem

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.

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  • El-Gohary, Hatem, 2012. "Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations," Tourism Management, Elsevier, vol. 33(5), pages 1256-1269.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:5:p:1256-1269
    DOI: 10.1016/j.tourman.2011.10.013
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    17. Yao, Becatien H. & Shanoyan, Aleksan & Peterson, Hikaru Hanawa, 2017. "The Use of New Media Marketing in the Green Industry: Analysis of Social Media Adoption and its Impact on Sales," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258292, Agricultural and Applied Economics Association.
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    24. Abou-Shouk, Mohamed A. & Lim, Wai Mun & Megicks, Phil, 2016. "Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country," Tourism Management, Elsevier, vol. 52(C), pages 327-339.

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