Abstract
This paper analyses the range of influences affecting the adoption of Internet technology by UK independent hotels. An extensive review of variables found in previous studies were examined together with variables found in Davis’s (1989) Technology Acceptance Model. These variables were then factor analysed, resulting in two sets of factors pertinent to the understanding of the independent hotelier’s decision to adopt Internet technologies: Endogenous and Exogenous factors. Seven key factors were found, they are: (1) Perceived marketing benefits of Internet technologies; (2) Perceived ease-of-use and affordability; (3) Attitude; (4) Perceived usefulness of Internet technologies; (5) Customers’ pressure; (6) Competitive intensity; (7) Entrepreneurship.
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Lim, W.M. (2010). Factor Analysis of Variables Affecting e-Marketing Adoption by UK Independent Hotels. In: Gretzel, U., Law, R., Fuchs, M. (eds) Information and Communication Technologies in Tourism 2010. Springer, Vienna. https://doi.org/10.1007/978-3-211-99407-8_4
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DOI: https://doi.org/10.1007/978-3-211-99407-8_4
Publisher Name: Springer, Vienna
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