Determinants of e-commerce adoption in the hotel industry: the case of selected hotels in Addis Ababa
No Thumbnail Available
Date
2020-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
A.A.U
Abstract
E-commerce is one of the various internet based transaction platforms that had become the major tools for promotion, communication, enhancing services, improving sales and many more in the hotel and hospitality businesses. The main intention of this research work is to examine factors that determine e - commerce adoption in the hotel industry of Addis Ababa.The study followed quantitative method/approach and applied perceived e-readiness model (PERM). To examine determining factors of e-commerce adoption together with their extent to which these factors in the hotel industry explanatory research design is chosen to be more appropriate. In the study, 105 star hotels in Addis Ababa were targeted and this study is conducted using the data collected from 72 of these star hotels through standard questionnaire. The various statistical analyses are done using SPSS software version 24 and MS excel 2007.The result of the study reveals that supporting industries E-Readiness, human resource, commitment, technology resource and government E-Readiness have contributed positively to e-commerce adoption in the hotel industry of Addis Ababa. Whereas the contribution of the remaining factors namely market forces e-readiness, awareness, business resource and governance are not fully confirmed by the result of the study. The other major finding is that 85.2% the variation in e-commerce adoption is explained by these nine factors collectively and the remaining 14.8% is explained by some other factors. Although the findings of this study provides a few important investigative information regarding e-commerce adoption factors in the hotel industry of Addis Ababa, further research works should be done in order to examine the impacts of other factors and their result using the various other e-commerce adoption models. Otherwise, the hotel industry in Addis Ababa may not cope-up with the rapid and aggressive change of the emerging electronic transactions
Description
A Thesis Submitted to School of Graduate Studies of Addis Ababa University, College of Business and Economics in Partial Fulfillment for the Award of Master of Business Administration in Management
Keywords
E-commerce Adoption, Hotel Industry, Perceived e-readiness model