Comparing Internet commerce adoption between the Finnish and the European independent accommodation companies
Travel and tourism is an information intensive industry. Internet is often used to plan and book holidays. This means that more and more effort should be paid to Internet marketing. This study uses the extended Model of Internet Commerce Adoption (eMICA) to compare the website features and the eCommerce adoption of the Finnish and the European independent accommodation companies. The goal is to find out, how Finnish hotels can improve their websites and gain competitive advantage. The results suggest that eMICA is a useful benchmarking tool to examine industry standards but it does not clearly indicate the phase of Internet commerce adoption among the independent accommodation providers. These often small companies may be active in eCommerce even though they do not have all the features of eMICA on their websites.
KeywordseCommerce eMICA Internet marketing hotel websites
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