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The Adoption of Digital Business Technologies by Small-and-Medium-Sized-Hotels (SMHs): An Integrated Framework for the Malaysian Hotel Industry
Faizal Ayob
For many years, digital business technologies have demonstrated important strategic implications for hoteliers in the hospitality industry. These strategic implications are likely to increase in the future. The increased reliance on digital business technologies is expected to considerably transform the ways in which hotels operate. Despite extensive research undertaken in the arena of the use of digital business technologies in both Small-and-Medium-Enterprises SMEs, and the tourism industry in general, comparatively little is known about the adoption of digital business technologies in Small-and-Medium-Sized-Hotels (SMHs). This study is grounded in three important theories; these theories are integrated to inform the methodological approach to drive the study forward: Technology Organization and Environment (TOE) Framework, Innovation of Diffusion Theory (IDT) and the Technology Acceptance Model (TAM). To understand the adoption of digital business technologies by SMHs in Malaysia, this study addresses three issues: (1) What digital business technologies are currently used in SMHs in Malaysia? (2) What factors influence SMHs to adopt digital business technologies? (3) How does the adoption of digital business technologies impact the business performance of SMHs? These questions will be answered using a multi-methods research approach, which will include the evaluation and analysis of hotel websites; a survey questionnaire of the hotel owners/managers, with the aim of developing an integrated framework of digital business technologies applications model for the Malaysian hotel industry. The meaningful findings, from this study, are expected to expand upon the theoretical conceptual model by focusing on the adoption of digital business technologies among SMHs in Malaysia. This study has the potential to significantly benefit the Malaysian hotel industry by providing critical information, specifically to SMHs owners/managers to support their decisions to adopt and implement digital business technologies, in business operations that will improve the hotel performance.
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An Empirical Study of the Impact of the Adoption of Information Enabled Technology Services on the Business Performance of the Budget Hotels
Ashutosh Gaur
2015
The emergence of e-commerce is changing many traditional ways of doing business and there are lots of success story regarding e-commerce in developed countries. These successes have prompted governments and business organizations in developing countries including India to step up their effort in the adoption and use of e-commerce technology. The rapid rise of e-commerce has brought with it a large amount of e-commerce business models, which are easier to implement, run, and profit-oriented. With these rapid changes in business environment and processes, it has become paramount for traditional businesses to "move along with time" by changing their business model in order to remain relevant and competitive in this modern time. This thesis investigates the phenomenon of business transformation using the Internet. The population on which the research is based consists of Hotels operating in the NCR region of India. In other words, focus is on the change of business model from ...
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E-Business Adoption Framework in the Hospitality Industry
geoffrey muketha
Research and Development in E-Business through Service-Oriented Solutions
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What Impact Does Digital Marketing Tools have on the Financial Performance of Sri Lankan Listed Hotels?
D T FERNANDO
Asian Journal of Economics, Business and Accounting, 2021
Digital marketing platforms have recently played a crucial role in hotel marketing and customer interaction strategies. Hotel managers have understood that hotel customers today and future rely increasingly on digital media use. However, the adoption of digital marketing tools appears to be relatively low in listed hotels in Sri Lanka due to unfamiliarity with digital marketing and not being confident in investing in digital marketing tools in achieving the expected financial and non-financial results. A considerable number of research has been carried out throughout the world on digital marketing and business performance; however, a limited study has been conducted in Sri Lanka to evaluate the influence of digital marketing tools on listed hotels’ financial performance. This research fulfills the above gap by measuring the impact of digital marketing tools on the financial performance of Sri Lankan-listed hotels. The study population consists of thirty-seven (37) listed hotels in C...
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Does ICT adoption enhance hotel performance?
Khang Do Ba
Journal of Hospitality and Tourism Technology, 2011
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Evaluating Websites of Small-and-Medium-Sized-Hotels (SMHs): A Stages Model of E-Commerce Websites Adoption for Malaysian Hotels
Faizal Ayob
This research focuses on examining small-and-medium-sized hotels (SMHs) in Malaysia, specifically their websites, in order to study their e-commerce website stages model. The website evaluation criteria were used to study 193 websites of SMHs to identify the current stage of e-commerce websites adoption in Malaysia. The findings of the study reveal that 69.9 per cent of SMHs websites in Malaysia have online reservation facilities. In terms of social media marketing, this study highlights that 108 out of 193 websites of SMHs have social media profile links to the website. A total of 93.9 per cent of SMHs did not offer a guest loyalty program on their websites. Based on the results of this study, it can be concluded that SMHs in Malaysia from the sample are presently at stage three of the e-commerce website stages model, which is defined to be a simple interactive website.
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Determinants of Digital Transformation in the Hospitality Industry: Technological, Organizational, and Environmental Drivers
Maria nikopoulou
Sustainability
The current study aims to investigate the factors that affect a hotels’ decision to adopt digital technologies. Our theoretical grounding builds on the Technology–Organization–Environment (TOE) research framework. Our research model was validated through a survey of 502 hoteliers and managers using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) statistical method. The results indicated that micro, small and medium-sized enterprise (MSME) hotels affected by the COVID-19 outbreak are more likely to adopt digital technologies. The intention to adopt digital technology is positively and significantly influenced by the digital maturity of organizations, financial resource availability and government regulations. The current study investigates rather less explored factors, such as the organizational digital maturity, which consists of a multi-dimensional latent variable. Our findings may be employed to guide the formulation of digital strategies by hospitality industry o...
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Drivers of digital adoption: a multiple case analysis among low and high-tech industries in Malaysia
Mohammad Falahat
2020
Purpose-This paper identifies the forces that drive digital adoption among SMEs from low and high-tech industries in Malaysia. Design/methodology/approach-This research uses multiple case analyses based on data gathered by in-depth interviews with key representatives of 20 firms from low and high-tech industries in Malaysia. Findings-The findings suggest that digital adoption among SMEs derives by four fundamental forces, which are sales, marketing, process improvement and product development. Research limitations/implications-This study employed qualitative research, but lack of geographic diversity limits the generalisability of the case findings. This study provides several suggestions to policymakers and technology suppliers on how to encourage adoption of digitalisation among SMEs. Originality/value-This study proposes a model that presents the critical forces that drive digital adoption for export-oriented firms, thus enriching the knowledge in SME digitalisation literature.
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The Diffusion of New Technology amongst Small-and- Medium-Sized Hotels (SMHs) in Malaysia
Faizal Ayob
This study aims to explore the adoption and implementation of new technology amongst small-and-medium-sized hotels (SMHs) in Malaysia. The Multiple-case study will be employed as a research methodology and six SMHs have been selected. The findings will benefit the Malaysian hotel industry by providing critical information to SMHs to decide whether they should strategically invest to adopt and implement the new technology. The study, thus makes a contribution to the theory development and practices within the diffusion of technology and provide the future research directions.
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The Development of the Hospitality Sector Facing the Digital Challenge
Lucília Cardoso
Behavioral Sciences
The widespread use of the Internet has changed consumer buying behavior, especially among tourists, considering the intangibility of the tourist product. Although globally the modern tourist is a consumer of the new online market, there is a lack of studies addressing the level of development of the hotel business in relation to online bookings by residents of tourist destinations. Furthermore, this article analyzes the factors that impact the use of e-commerce by these residents in the acquisition of tourist accommodation services. A conceptual model was adopted, using the constructs “social influence” and “price” of the unified theory of acceptance and use of technology 2 (UTAUT2), also including “trust” and “perceived risk”. An electronic questionnaire was used to collect data from a sample of 195 residents of Fortaleza, Ceará, Brazil. Data analysis included descriptive statistics, exploratory factor analysis, Fisher’s exact test, and multiple linear regression. The results show ...
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