Internet success for the small and medium hospitality enterprise: Influence of the owner or manager

Abstract

Internet technologies have the potential to help small and medium enterprises (SMEs) enhance service quality, reduce costs, improve productivity, gain competitive advantage, and increase profitability. Empowered by technology, consumers are using the Internet as a tool to communicate and transact online. However, SMEs are noted for their limited usage of technological tools (for example, Internet technologies). This paper seeks to analyse the influential role of the small and medium hospitality enterprises (SMHEs) owners or managers and highlight factors which owners or managers must consider for improving success in the adoption of Internet technologies by the SMHEs. After considering the Internet adoption challenges, and Internet technologies available to the SMHE a decision making model which outlines three focus areas that the owners or manager must consider (owner or manager, organisational and customer or user) when making the decision to invest in Internet technologies was developed. A unique component of SMHEs revealed by the findings of this study, was the over whelming influence of owners or managers on SMHE business strategy. The influential role of the owner or manager has a considerable impact on whether SMHEs make the initial investment in ICT or the continued investment in Internet technologies that are relevant to the tourism sector. Whilst this study followed a primarily interpretivist research approach both qualitative and quantitative research methods were used, data was collected using questionnaires, interviews and observations. Key words: Internet success, Internet technologies, tourism, small and medium hospitality enterprises.