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The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives

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  • Misganaw Assegid Ayele

    (Department of Tourism and Hotel Management, College of Business and Economics, Arba Minch University, Arba Minch, Ethiopia; School of Management Studies, Punjabi University, Patiala, India)

  • Singh Apar

    (School of Management Studies, Punjabi University, Patiala, India)

Abstract

The study aims to investigate the impact of organisational e-readiness on e-marketing diffusion in tourism businesses of Ethiopia. The research is based on a questionnaire survey and uses Structural Equation Modelling to test the conceptual model that extends technology diffusion theories. The study validates the conceptual model extended from Perceived Organisational E-readiness, Innovation Diffusion Theory and Technology Adoption Model to explain e-marketing diffusion. The findings indicated that perceived organisational e-readiness significantly affects e-marketing diffusion. The result implied that technology diffusion theories such as Technology Adoption Model and perceived organ-isational e-readiness were valid in demonstrating e-marketing diffusion. Though ease of use affected e-marketing diffusion, the impacts of compatibility and relative advantage were not significant; and thus, the indirect effect of organisational e-readiness on e-marketing diffusion was not significant. The finding also reinforces the necessity of a multilevel model to explain e-marketing diffusion in developing countries.

Suggested Citation

  • Misganaw Assegid Ayele & Singh Apar, 2020. "The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(1), pages 1-13, May.
    • Handle: RePEc:vrs:ejothr:v:10:y:2020:i:1:p:1-13:n:1
    DOI: 10.2478/ejthr-2020-0001
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    References listed on IDEAS

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