Original Research
E-commerce applications in the tourism industry: A Tanzania case study
Submitted: 29 March 2018 | Published: 31 December 2015
About the author(s)
B-Y. Chang, School of Business, Ajou University, Suwon, Korea, Democratic People's Republic ofM. J. Magobe, Department of Graduate School of International Studies, Ajou University, Suwon, Korea, Democratic People's Republic of
Y. B. Kim, Department of Management of Technology, Sungkyunkwan University, Suwon, Korea, Democratic People's Republic of
Full Text:
PDF (472KB)Abstract
Tourism 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. The degree of impact of e-commerce use on business performance depends on the intensity of its usage in organization’s key value-chain activities. However, the intensity of e-commerce use is influenced by technological, organizational and environmental (TOE) contextual factors. Based on TOE model and the existing literature on post-adoption use of e-commerce, a set of factors that affect the intensity of e-commerce use in Tanzanian tourism sector was identified. A survey was conducted with 181
Tanzanian tourism firms that have already adopted e-commerce and structural equation modeling (SEM) was used to analyze the data. The findings indicated that the scope of e-commerce use has a positive impact on business performance in terms of improved internal processes, competitive position, customer service delivery, overall business performance and increased customer base. The scope of e-commerce use is affected positively by pressure intensity and perceived benefits and negatively by barriers to e-commerce use. The findings have highlighted key areas that require immediate actions from both the government and private sector in order to promote a successful growth of e commerce in the country.
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Crossref Citations
1. The Relationship between E-Commerce and Firm Performance: The Mediating Role of Internet Sales Channels
Jelena Šaković Jovanović, Radoje Vujadinović, Elizabeta Mitreva, Cristiano Fragassa, Aleksandar Vujović
Sustainability vol: 12 issue: 17 first page: 6993 year: 2020
doi: 10.3390/su12176993