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Do TAM Constructs Predict E-tourism Adoption by Hotels in Agadir City South of Morocco?

In: Tourism and Culture in the Age of Innovation

Author

Listed:
  • Rachid Oumlil

    (Ibnou Zohr University/ENCG-Agadir)

  • Yazid Ouhamane

    (Ibnou Zohr University/ENCG-Agadir)

Abstract

Most developing countries considered tourism sector the main vector of their development. It is the source of their investment and job creation. To promote this sector, Morocco, fixed up a tourism strategy 2020. The latter targeted to rise up supply of the Moroccan regions and serve as a growth mechanism for these regions. However, to achieve this goal, the Moroccan government expected emergence of Information Technology (IT) and its contribution to the tourism industry. In the last decade, IT becomes ubiquitous in tourism organisations. For instance, hotels invest a large amount of their budget in the IT to promote their touristic offers and facilitate their financial statements. Moreover, IT allows tourism professionals and customers an efficient access to valuable and constructive information. This main objective of this communication is to test ability of Technology Acceptance Model (TAM) (Davis, Bagozzi, & Warshaw, 1989) to predict IT adoption by hotels in Morocco. The study was conducted at hotels located in Agadir city, South of Morocco. It expects to provide a useful knowledge on technology acceptance that could help policymakers to succeed in tourism IT strategies.

Suggested Citation

  • Rachid Oumlil & Yazid Ouhamane, 2016. "Do TAM Constructs Predict E-tourism Adoption by Hotels in Agadir City South of Morocco?," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Anastasia Stratigea (ed.), Tourism and Culture in the Age of Innovation, edition 1, pages 603-616, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-27528-4_41
    DOI: 10.1007/978-3-319-27528-4_41
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    More about this item

    Keywords

    IT adoption; Hotels; Tourism; Technology Acceptance Model; Morocco;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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