Abstract
Information and communication technology has played an important role in the tourism industry. The internet has completely changed the tourism industry's landscape, particularly for travel agencies. Travel agencies are small and medium-sized enterprises that manage, coordinate, and provide transportation, leisure, and hospitality services. Based on prior research, travel agencies are regarded as slow adopters of e-commerce. Moreover, three factors affect the adoption of e-commerce among travel agents, which are environmental pressure, benefits of adoption, and perceived barriers. In achieving this study's aim in reference to Brunei Darussalam, an integrated conceptual framework was developed based on the technology acceptance model. A quantitative approach via questionnaires was used in the data collection. If managers are able to recognise the aforementioned factors, it could help them develop strategies to improve and sustain their businesses.
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