A model for attaining extended e-commerce adoption and use by hospitality smmes in the Eastern Cape Province

• Main Author: Maoneke, Pardon Blessings
• Format: Others
• Language: English
• Published: University of Fort Hare 2014
• Online Access: http://hdl.handle.net/10353/d1017897

There is a slow adoption and use of electronic commerce or e-Commerce by Small, Medium and Micro-sized Enterprises based in the hospitality sector (hospitality SMMEs). Only a few hospitality SMMEs that have adopted e-Commerce show the migration of value adding activities to their e-Commerce platforms. As such, this study developed and proposed a model that shows how hospitality SMMEs in the Eastern Cape Province can attain extended e-Commerce adoption and use. Extended e-Commerce platforms are characterised by the institutionalization of e-Commerce that includes Search Engine Marketing activities and/or listing services on intermediary websites, and engaging through social media websites. Tourism and hospitality customers’ information needs and buying behaviour were used to guide the requirements of extended e-Commerce platforms for hospitality businesses. The proposed model outlined factors determining extended e-Commerce adoption, extended e-Commerce characteristics and the anticipated e-Commerce adoption outcomes. The model was evaluated in the Eastern Cape using a multiple-case study methodology. The study’s use of a multiple-case study was applied within the interpretivist paradigm and four cases were considered. Triangulation through document analysis, interviews and observation was used for collecting data regarding factors determining the transition to extended e-Commerce adoption. A questionnaire was used for evaluating extended e-Commerce use. Within and cross-case analysis with the aid of coding was used for data analysis. Data collection and analysis validated the proposed model as a model that shows how hospitality SMMEs can attain extended e-Commerce adoption and use. The proposed model concedes that, successful adoption and use of e-Commerce by hospitality SMMEs would result in e-Commerce adoption outcomes namely online sales, reservations and customer service. These e-Commerce adoption outcomes are the criteria against which the level of extended e-Commerce adoption is measured.