The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM
Assegid Ayele Misganaw, Apar Singh
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引用次数: 4

Abstract

Abstract The study aims to investigate the impact of organisational e-readiness on e-marketing diffusion in tourism businesses of Ethiopia. The research is based on a questionnaire survey and uses Structural Equation Modelling to test the conceptual model that extends technology diffusion theories. The study validates the conceptual model extended from Perceived Organisational E-readiness, Innovation Diffusion Theory and Technology Adoption Model to explain e-marketing diffusion. The findings indicated that perceived organisational e-readiness significantly affects e-marketing diffusion. The result implied that technology diffusion theories such as Technology Adoption Model and perceived organ-isational e-readiness were valid in demonstrating e-marketing diffusion. Though ease of use affected e-marketing diffusion, the impacts of compatibility and relative advantage were not significant; and thus, the indirect effect of organisational e-readiness on e-marketing diffusion was not significant. The finding also reinforces the necessity of a multilevel model to explain e-marketing diffusion in developing countries.
埃塞俄比亚旅游企业电子营销的扩散:组织电子准备度视角的实证研究
摘要本研究旨在调查组织电子准备对埃塞俄比亚旅游企业电子营销扩散的影响。本研究以问卷调查为基础,运用结构方程模型对技术扩散理论的概念模型进行检验。本研究验证了由组织感知电子准备度、创新扩散理论和技术采用模型扩展而来的概念模型对电子营销扩散的解释。研究结果表明,组织感知的电子准备程度显著影响电子营销扩散。研究结果表明,技术扩散理论如技术采用模型和组织感知电子准备度在展示网络营销扩散方面是有效的。易用性影响网络营销扩散,但兼容性和相对优势的影响不显著;因此,组织电子准备程度对网络营销扩散的间接影响不显著。这一发现也强调了多层次模型解释电子营销在发展中国家传播的必要性。
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来源期刊
European Journal of Tourism Hospitality and Recreation
European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-
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