{"title":"Adoption of digital marketing in tourism SMEs: a review and research agenda","authors":"Ankita Sharma, Swati Sharma","doi":"10.1108/mrr-08-2021-0597","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.</p><!--/ Abstract__block -->","PeriodicalId":47769,"journal":{"name":"Management Research Review","volume":"224 1","pages":""},"PeriodicalIF":3.1000,"publicationDate":"2024-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management Research Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/mrr-08-2021-0597","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.
Design/methodology/approach
The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.
Findings
The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.
Research limitations/implications
The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.
Originality/value
Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.
期刊介绍：
Management Research Review publishes a wide variety of articles outlining the latest management research. We emphasize management implication from multiple disciplines. We welcome high quality empirical and theoretical studies, literature reviews, and articles with important tactical implications. Published 12 times a year, the journal prides itself on quick publication of the very latest research in general management. The key issues featured include: Business Ethics and Sustainability Corporate Finance Entrepreneurship and Small Business Management Industrial Relations Information and Knowledge Management International Business Human Resource Management Organizational Theory and Behaviour Production and Operations Management Strategic Management and Leadership
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