ICT (information communication technology), peripherality and smaller hospitality businesses in Scotland.

摘要

Purpose – The purpose of this paper is to explore the role of information communication technology(ICT) in small rural hospitality businesses. Although ICT is often presented as a means of reducing theimpact of being rural, little is known about the extent or level of use of ICT. This paper addresses theseissues.Design/methodology/approach – The paper employs both quantitative and qualitative methodsto gather and analyse data. The study had two stages: an initial survey to determine the extent andpervasion of ICT; and a second interview stage to explore the role and applications of ICT.Findings – The authors find that 84 per cent of the businesses use ICT effectively, mainly to provideinformation and improve service quality. In addition, some firms had adopted very successful methodsof using the internet for sales and marketing but ignored supply functions. The authors were surprisedto find that ICT was seen as a way of enhancing personal service and that rather than a barrier, it wasseen to promote quality of service. Moreover the respondents did seem to have used ICT effectively toovercome the disadvantages of location and rurality.Research limitations/implications – The survey was carried out in a single rural environmentand this limits its generalisability. Nonetheless, the study develops some interesting issues about theapplication of ICT in the rural context.Practical implications – The paper identifies the benefits derived from the enthusiasm of somerural business owners. They had recognised the efficacy of computing and can provide lessons in howto apply ICT to overcome distance.Originality/value – The paper addresses a gap in research and offers some insights into theapplication of ICT in rural areas.