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Exploring factors impacting e-commerce adoption in tourism industry in Saudi Arabia

机译:探讨影响沙特阿拉伯旅游业电子商务应用的因素

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摘要

With the internet revolutionising global tourism, technological changes continue to make inroads into the industry’s marketing and sales management models. Although many tourists still use shopfront providers, they are increasingly becoming a minority as the ‘mobile generation’ goes online for information and uses social media to discuss their holiday plans and book travel services. In Saudi Arabia, the religious tourism industry serving Hajj and Umrah pilgrims as well as other tourism clusters have been slow in coming to terms with e-commerce trends, preferring to offer a traditional personalised service to their clients. However, the logistical needs of servicing the rapidly increasing numbers of international pilgrims and growing IT literacy in the local market means that tourism management in Saudi Arabia needs to make considerable investments in time, resources and training to harness information technology and adopt business models that are at par with their global competitors. To respond to this issue, this study explores the perceptions and experiences of executives in the Hajj/Umrah as well as other tourism industry sectors to understand the factors that may have fostered or impeded e-commerce adoption. This research contributes to the existing research on e-commerce adoption in Saudi Arabia by providing an explanation of the factors that influence the adoption of e-commerce by the tourism industry and explaining how generic theories of technology adoption need to be contextualised for the specific conditions prevailing in the Arab tourism market. The practical contribution on this research relates to the solutions it offers for the challenges faced by the travel and tourism industry in e-commerce adoption in Saudi Arabia. The research was conducted using interviews with Saudi tourism executives to understand the contextual factors that influence the norms and attitudes prevailing in the tourism business that affect their adoption of e-commerce. This was followed by a questionnaire which was sent to a larger sample in Saudi cities, mainly focussing on Jeddah. The questionnaire focused on uncovering the factors influencing the adoption, or lack thereof, of e-commerce in the Saudi tourism industry. The research was grounded on a theoretical framework derived from the Unified Theory of Acceptance and Use of Technology, Perceived Organisational and External E-Readiness scales, and Organisational Cultural Dimensions. The findings confirmed that the perceived relative advantage of e-commerce utilisation was an essential contributor to promote e-commerce in Saudi Arabia. Although government policy and industry norms were shown to influence e-commerce adoption, executives’ attitudes were found to strongly affect technology adoption and were shown to be indirectly modified by their ICT literacy and customer influence. Internal human and ICT resources also had a direct impact on the decision to adopt e-commerce. On the other hand, customers’ attitude relating to issues regarding online privacy and security and a lack of human interaction in a market with a preference for personalised agent service for customers form significant barriers to their adoption of e-commerce. There is also a lack of industry leadership and a supportive Saudi-based IT industry that can facilitate this move toward modernisation in industry standards. While there is a broad understanding of the importance of e-commerce, the tourism providers view an e-commerce strategy as not yet necessary, or indeed not yet relevant, for the tourism industry in Saudi Arabia at this time.
机译:随着互联网彻底改变了全球旅游业,技术变革继续侵入该行业的营销和销售管理模式。尽管许多游客仍在使用店面提供商,但随着“移动一代”上网获取信息并使用社交媒体讨论他们的度假计划并预订旅行服务,他们正在逐渐成为少数。在沙特阿拉伯,为朝圣者和朝圣者以及其他旅游群体服务的宗教旅游业在适应电子商务趋势方面进展缓慢,他们倾向于为客户提供传统的个性化服务。但是,为迅速增长的国际朝圣者和当地市场的IT素养提供服务的后勤需求意味着,沙特阿拉伯的旅游业管理需要在时间,资源和培训上进行大量投资,以利用信息技术并采用商业模式。与他们的全球竞争对手相当。为了回答这个问题,本研究探索了朝j /朝圣地以及其他旅游行业的高管的看法和经验,以了解可能促进或阻碍电子商务采用的因素。这项研究为沙特阿拉伯有关电子商务采用的现有研究做出了贡献,它解释了影响旅游业采用电子商务的因素,并解释了如何针对特定条件将通用的技术采用理论与背景联系起来。在阿拉伯旅游市场上盛行。这项研究的实际贡献涉及它为沙特阿拉伯在采用电子商务中旅行和旅游业面临的挑战提供的解决方案。该研究是通过与沙特旅游业高管的访谈进行的,目的是了解影响旅游业中普遍存在的规范和态度的背景因素,这些规范和态度会影响他们采用电子商务的方式。随后是一份问卷,该问卷已发送到沙特城市的更大样本中,主要针对吉达。问卷调查的重点是发现影响沙特旅游业采用或缺乏电子商务的因素。该研究基于从技术的接受和使用统一理论,可感知的组织和外部电子就绪量表以及组织文化维度得出的理论框架。调查结果证实,电子商务利用的相对优势是促进沙特阿拉伯电子商务的重要因素。尽管显示出政府政策和行业规范会影响电子商务的采用,但人们发现高管的态度会严重影响技术的采用,并因其ICT素养和客户影响而间接改变。内部人力资源和ICT资源也直接影响了采用电子商务的决定。另一方面,客户对与在线隐私和安全性有关的态度以及市场上缺乏人为互动,偏向于为客户提供个性化代理服务,这构成了他们采用电子商务的重大障碍。此外,缺乏行业领导地位以及沙特阿拉伯的支持性IT行业可能会促进行业标准向现代化的转变。尽管人们对电子商务的重要性有了广泛的了解,但旅游提供商认为,目前电子商务战略对于沙特阿拉伯的旅游业来说不是必需的,或者甚至是不相关的。

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