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Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

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  • Adamantia Pateli

    (Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece)

  • Naoum Mylonas

    (Department of Tourism, Ionian University, P. Vraila Armeni 4, 49132 Corfu, Greece)

  • Aggeliki Spyrou

    (Department of Informatics, Ionian University, Tsirigoti Square 7, 49100 Corfu, Greece)

Abstract

The importance of the organizational adoption of social media is increasingly raised in hospitality literature because of the recognition of Web 2.0 technologies as a significant tool for improving customer information searching and experience, as well as for enriching firm digital strategy. The present study seeks to empirically explore the determinant factors that affect a hospitality firm’s decision to adopt social media by following a theoretical approach that integrates the Diffusion of Innovation Theory (DIT) with the Technology-Organization-Environment (TOE) framework. Using survey data from 106 hospitality firms operating in Greece, and by applying structural equation modelling (SEM), we identify seven factors that influence the adoption of organizational social media adoption. These factors are grouped into three categories: Technological, organizational, and environmental. Out of the three groups of factors, technological features are considered as the most important ones in terms of their predicting power. Theoretical and practical implications of our findings are discussed.

Suggested Citation

  • Adamantia Pateli & Naoum Mylonas & Aggeliki Spyrou, 2020. "Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:7132-:d:407230
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    2. Qalati, Sikander Ali & Yuan, Li Wen & Khan, Muhammad Aamir Shafique & Anwar, Farooq, 2021. "A mediated model on the adoption of social media and SMEs’ performance in developing countries," Technology in Society, Elsevier, vol. 64(C).
    3. Maria Nikopoulou & Panos Kourouthanassis & Giota Chasapi & Adamantia Pateli & Naoum Mylonas, 2023. "Determinants of Digital Transformation in the Hospitality Industry: Technological, Organizational, and Environmental Drivers," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    4. Georgios Giotis & Evangelia Papadionysiou, 2022. "The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    5. Sikandar Ali Qalati & Dragana Ostic & Mohammad Ali Bait Ali Sulaiman & Aamir Ali Gopang & Asadullah Khan, 2022. "Social Media and SMEs’ Performance in Developing Countries: Effects of Technological-Organizational-Environmental Factors on the Adoption of Social Media," SAGE Open, , vol. 12(2), pages 21582440221, May.
    6. Fayez Nahedh Alsehani & Ainuddin Wahid Bin Abdul Wahab & Liyana Shuib, 2023. "Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    7. Qi Song & Xiaohong Chen & Hao Gu, 2023. "How Technological, Organizational, and Environmental Factors Drive Enterprise Digital Innovation: Analysis Based on the Dynamic FsQCA Approach," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    8. Aminu Adamu Ahmed, 2023. "Analysing the issues surrounding information and communication technology penetration and growth," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(2), pages 716-732, March.
    9. Sikandar Ali Qalati & Wenyuan Li & Naveed Ahmed & Manzoor Ali Mirani & Asadullah Khan, 2020. "Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption," Sustainability, MDPI, vol. 13(1), pages 1-24, December.

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