A Pattern for the Effective Factors influencing the Adoption and Implementation of the E-marketing in the Tourism industry

Abstract

Nowadays days there are different kinds of developments of the Information Technology in different societies. The reasons for this difference have been the rate of adopting technology which has been the main concerns for many researches. In this survey, as a part of a study on the adoption of technologies, the effective factors influencing the adaption and implementation of e-marketing on the part of the employees in the hotels and travelling agencies in the Kurdistan Province have been surveyed. The statistical population in this survey included 756 employees working in the travelling agencies and in the reservations and marketing department in the hotels in the Kurdistan Province. The sample of the study included 255 people from among these employees in these centers who have used at least one of the e-marketing tools. The instrument used to collect the related data for the survey was a questionnaire and the data were analyzed by using descriptive statistics, measurement model test and structural model test. The results revealed that organizational, environmental, technological factors and also the perceived ease of use had significant and positive effect on the adoption and Implementation of e-marketing and the perceived ease of use had the most amount of effect and significance and the technological factors had the least amount of effect and significance.