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Adoption of E-mail Marketing in the Hotel Sector

In: Information and Communication Technologies in Tourism 2008

Author

Listed:
  • Matthias Fuchs

    (eTourism Competence Center Austria)

  • Mario Tuta

    (eTourism Competence Center Austria)

  • Wolfram Höpken

    (eTourism Competence Center Austria)

Abstract

The paper identifies determinants of adoption behavior concerning E-mail marketing in the hotel sector. Based on the technology adoption literature and data generated in 241 hotels, first, a logistic regression is performed to identify the drivers behind the usage decision. Secondly, by the use of linear structural equation models (SEM), the determinants of both adoptionintensity and adoption-intention are empirically deduced. Finally, managerial implications and research challenges regarding the issue of E-mail Marketing in tourism are discussed.

Suggested Citation

  • Matthias Fuchs & Mario Tuta & Wolfram Höpken, 2008. "Adoption of E-mail Marketing in the Hotel Sector," Springer Books, in: Peter O’Connor & Wolfram Höpken & Ulrike Gretzel (ed.), Information and Communication Technologies in Tourism 2008, pages 279-290, Springer.
    • Handle: RePEc:spr:sprchp:978-3-211-77280-5_25
    DOI: 10.1007/978-3-211-77280-5_25
    as

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