E-tourism adoption in travel agencies: new qualitative insights from a developing country Online publication date: Mon, 08-May-2023
by Saad Al-Saad; Batool Gharaibeh
International Journal of Tourism Policy (IJTP), Vol. 13, No. 3, 2023
Abstract: Most existing research on e-tourism adoption is quantitative, with limited qualitative research particularly in the context of developing countries. To fill this knowledge gap, this study used the perceived e-readiness model and the diffusion of innovation theory to provide new qualitative insights on the levels of adoption and the obstacles inhibiting it as well as solutions that could increase adoption using Jordan as a representative developing country. This qualitative study used semi-structured interviews of 24 owners and managers of Jordanian travel agencies. The findings indicated that security concerns; enterprise size; and the lack of customer trust, e-tourism experience, and online financial experience were found to be the main obstacles to advanced levels of adoption. This study suggests several factors for improving adoption, including highlighting the relative advantage, enhancing customer confidence and technical experience, and implementing advanced training, internationalisation, legalisation, and government support.
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