Workineh, Mesfin (PhD)Nigussie, Kinfemichael2019-11-072023-11-042019-11-072023-11-042019-05http://etd.aau.edu.et/handle/123456789/19963Tourism which is regarded as information intensive sector is the mostly affected sector by technology revolution and its traditional trading structures have been totally changed. The adoption and use of e-commerce in tourism sector is regarded as a tool to widen market reach and improve efficiency and effectiveness of business operations. This study considers e-commerce adoption by TOs in Ethiopia. This study is motivated by the fact that the adoption of e-commerce by tourism sector, especially in Ethiopia, is very important but still very farbehind. This study used TAM, innovation diffusion; e-readiness theories identified nine factorsas the determinant factors of e-commerce adoption, which are top management support,organizational competency, IT capacity, perceived benefits, perceived compatibility, perceivedcomplexity, market e-readiness, supporting industry and government e-readiness. A surveywas conducted with 217 Ethiopian tour operators that have already been listed by MoTC.SPSS was used to analyze the data. . The findings indicated that All variables have a positiveand significant correlation. Based on multiple linear regression analysis, it reveals that theimpact of each determining factors in e-commerce adoption and their significance. The impactof Market E-Readiness, IT Capability, Perceived Benefit, Supporting industries,Organizational Competency, Government E-Readiness, Perceived Compatibility, Topmanagement support and Perceived Complexity on e-commerce adoption with Tour operatorsin Ethiopia in their descending order. By examining this beta weight of data analysis result thefinding shown that Market e-readiness followed by IT Capability and Perceived Benefit wasmaking relatively larger contribution to the prediction model. The model summary reveals that the proportion of the variation in e-commerceAdoption is explained by the nine independent variables collectively are 92.2% andthe remaining 7.8% of the variance is explained by other variables This thesismakes a contribution to theory and practice by providing for Ethiopian tourism in particularto TOs , a holistic picture of e-commerce adoption; the extent of e-commerce adoption; and,the determinant factors leading to adoption.en-USE-commerceTour operators TOsecommerce adoptionThesis