Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country

Abou-shouk, Mohamed A., Lim, Wai Mun and 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, 52, 327-339. (doi:10.1016/j.tourman.2015.07.007).

Abstract

This study investigates the factors that influence e-commerce adoption in SME travel agents in a developing country. The research is based upon a questionnaire survey of travel agents in Egypt and employs advanced statistical techniques to test a conceptual framework that extends the technology acceptance model. Using competing models the study examines the relationship between e-commerce adoption, perceived benefits, perceived barriers and environmental pressures. The results indicate that environmental pressures significantly affect the perceived benefits and barriers of e-commerce adoption, in addition to having an indirect effect on adoption behaviour. Insights are provided into the nature of relationships between the key factors that determine e-commerce adoption and the extent to which they can be used to develop effective strategies for SME travel agent re-intermediation in the global travel market. Implications are identified for practice and government policy in relation to the use of e-commerce in SME travel businesses in developing countries.

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Contributors

Author: Phil Megicks

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