Abstract

Benefits gained from e-commerce adoption, drivers pushing agents to adopt it, and inhibitors hindering the adoption are examples of factors positively or negatively affecting e-commerce adoption. Drivers of adoption could be internal or external pressures on travel agents to adopt technology in order to support their future survival in the travel and tourism global market. Mixed method approach is used in this study to investigate the drivers of e-commerce adoption in the Egyptian travel agents. Findings revealed that adapting to technology changes is the strongest driver of to adopt e-commerce by travel agents.

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