A Study Toward Website Adoption Level Among Travel Agencies in Indonesia Using Technology-Organization-Environment Model

摘要

The study aims to presents the e-commerce adoption by Indonesian travel agencies through the level of the website operation. Website adoption is predicted by factors of technology, organization and environment (TOE). Accordingly, this study has objectives firstly, to identify the 5-levelof website adoption among travel agencies investigates website adoption in Indonesia and secondly, to analysis the influences of TOE on website adoption. The study is conducted using explanatory research in survey method. A-85 manager of travel agencies who own company websites in West NusaTenggara and Bali Provinces has been conveniently chosen. These provinces are chosen since they are appointed as chairman of a tourism corridor in the Indonesian economy acceleration program. The data obtained is analyzed using SEM technique and Smart PLS software to test 3-hypothesis. Theresult of this study is found that the majority of website adoptions are as Customer Service and Transactions level. Again, the factor of technology is identified as significant predictive factor in adopting website by travel agencies in Indonesia and a 2-rest is not significant. In brief,travel agencies in Indonesia have adopted website to focus on an intensive customer services and transaction process. Implications of these results are discussed.