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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. 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引用次数: 0
摘要
目的 本文旨在对中小企业（SME）采用技术进行营销的文献进行综述，目的是从中小企业到旅游业中小企业（TSME）的知识轨迹，并提出旅游业中小企业采用数字营销的研究议程。研究结果对研究者使用的理论方法、研究设计、方法和模型进行了综述，并确定了未来在台塑中小企业中采用数字营销的新研究方向。本文对技术采用理论进行了理论批判，并在创新扩散理论、技术-组织-环境（TOE）和制度理论的基础上，提出了一个扩展模型来研究 TSME 企业的数字营销采用情况。研究局限/意义本文通过应用 TOE 框架以及模仿压力和规范压力的调节作用，在数字营销采用的理论理解方面取得了重大进展。因此，本研究为服务业（旅游业）背景下稀缺的制度理论研究做出了贡献，并为研究数字营销提供了另一种全面的视角。该研究模型为未来的研究人员和从业人员提供了一个组织工具，用于探究和进一步增强旅游业和临时服务、小型和微型企业的知识发展。原创性/价值临时服务、小型和微型企业方面已发表的研究成果极少，因此本研究很有价值，所提出的模型为特定背景提供了战略性信息。
Adoption of digital marketing in tourism SMEs: a review and research agenda
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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