<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The study aims to investigate the impact of organisational e-readiness on e-marketing diffusion in tourism businesses of Ethiopia. The research is based on a questionnaire survey and uses Structural Equation Modelling to test the conceptual model that extends technology diffusion theories. The study validates the conceptual model extended from Perceived Organisational E-readiness, Innovation Diffusion Theory and Technology Adoption Model to explain e-marketing diffusion. The findings indicated that perceived organisational e-readiness significantly affects e-marketing diffusion. The result implied that technology diffusion theories such as Technology Adoption Model and perceived organ-isational e-readiness were valid in demonstrating e-marketing diffusion. Though ease of use affected e-marketing diffusion, the impacts of compatibility and relative advantage were not significant; and thus, the indirect effect of organisational e-readiness on e-marketing diffusion was not significant. The finding also reinforces the necessity of a multilevel model to explain e-marketing diffusion in developing countries.</p>
</abstract>

The study aims to investigate the impact of organisational e-readiness on e-marketing diffusion in tourism businesses of Ethiopia. The research is based on a questionnaire survey and uses Structural Equation Modelling to test the conceptual model that extends technology diffusion theories. The study validates the conceptual model extended from Perceived Organisational E-readiness, Innovation Diffusion Theory and Technology Adoption Model to explain e-marketing diffusion. The findings indicated that perceived organisational e-readiness significantly affects e-marketing diffusion. The result implied that technology diffusion theories such as Technology Adoption Model and perceived organ-isational e-readiness were valid in demonstrating e-marketing diffusion. Though ease of use affected e-marketing diffusion, the impacts of compatibility and relative advantage were not significant; and thus, the indirect effect of organisational e-readiness on e-marketing diffusion was not significant. The finding also reinforces the necessity of a multilevel model to explain e-marketing diffusion in developing countries.

The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives

Department of Tourism and Hotel Management, College of Business and Economics

European Journal of Tourism, Hospitality and Recreation

This work is licensed under the Creative Commons Attribution 4.0 International License.

The study aims to investigate the impact of organisational e-readiness on e-marketing diffusion in tourism businesses of Ethiopia. The research is based on a...

The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives

Published Online: Jun 29, 2020

Page range: 1 - 13

Received: Dec 07, 2019

Accepted: Apr 28, 2020

DOI: https://doi.org/10.2478/ejthr-2020-0001

Keywords
Perceived Organisational E-readiness (POER), Innovation Diffusion Theory (IDT), Technology Adoption Model (TAM), E-marketing diffusion, Tourism businesses, Ethiopia

© 2020 Assegid Ayele Misganaw et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

The Diffusion of E-marketing in Tourism Businesses of Ethiopia: An Empirical Investigation of Organisational E-readiness Perspectives

Published Online: Jun 29, 2020

Page range: 1 - 13

Received: Dec 07, 2019

Accepted: Apr 28, 2020

DOI: https://doi.org/10.2478/ejthr-2020-0001

KeywordsPerceived Organisational E-readiness (POER), Innovation Diffusion Theory (IDT), Technology Adoption Model (TAM), E-marketing diffusion, Tourism businesses, Ethiopia

© 2020 Assegid Ayele Misganaw et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Perceived Organisational E-readiness (POER), Innovation Diffusion Theory (IDT), Technology Adoption Model (TAM), E-marketing diffusion, Tourism businesses, Ethiopia