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The impact of national culture on the adoption of e-tourism in Egyptian tourism companies

Marwa Magdy Ghanem ; Tourism Studies, Suez Canal University, Ismailia, Egypt
Soad Omran Mansour ; Tourism Studies, Suez Canal University, Ismailia, Egypt
Heba Adel ; Tourism Studies, Suez Canal University, Ismailia, Egypt

Puni tekst: engleski pdf 207 Kb

str. 234-246

preuzimanja: 821



Many previous studies shed light on the importance of studying the factors that preclude effective adoption of technology in the tourism industry. Prior studies also affirmed the presence of a relationship between the national culture, the acceptance of technology, and the effective adoption thereof. However, those studies differ in the cultural variables used and in results on their influence on technology adoption. This study used the national culture theory of Hofstede (2010) and the Technology Acceptance Model (Davis, 1989) to measure the impact of national culture and normative beliefs of marketing managers on the adoption of e-tourism. Data analysis was carried out using multiple linear regressions and one-way analysis of variance (ANOVA). The results showed that the culture of uncertainty avoidance had a significant positive impact on perceived ease of use and perceived usefulness. Each of the last two elements also affected the attitudes of marketing managers in tourism companies towards e-tourism and their intention to use it. Also, the results affirmed that long-term orientation culture has no significant impact on the perceived usefulness, ease of use or actual use of e-tourism for Egyptian tourism companies. It however seems to affect quality or/and effective adoption of e-tourism business.

Ključne riječi

e-tourism; theory of national culture; Technology Acceptance Model; tourism companies; Egypt

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