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Title: Finding the drivers of Internet and Web technology adoption in Vietnam Hotel marketing
Finding the drivers of Internet and Web technology adoption in Vietnam Hotel marketing
Authors: 史玉葉
Su Ngoc Diep
Contributors: Dr.Shing-Hwang Doong
Keywords: IT adoption;Internet and Web technology;Electronic Marketing;Vietnam Tourism;hotel
Date: 2009
Issue Date: 2011-05-26 11:06:17 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理研究所]
Abstract: Nowadays, the Internet and Web technology have widely impacted on many different industries, especially tourism and hospitality industry. Despite the advantages of information technologies for business, their adoption in developing countries enterprises is not high. It seems that internet commerce in Vietnam falls short when compared to the neighboring nations. On the other hand, Vietnam is considered as one of the safest tourist destinations, yet the number of international tourists to Vietnam is still modest. As a reason, tourism marketing has been identified as one of the most problematic areas, of which, e-marketing activities have received little attention and investment. Especially, even with hotels recognized as the most aggressive adopters of e-marketing in all areas of tourism industry, the use of Internet and Web technologies by Vietnam hotels was primarily for advertising, not for providing a fully interactive site with the full range of marketing functions. Therefore, it is important to understand the factors supporting the adoption and diffusion of the Internet and Web technologies in Vietnam hotel marketing. With this purpose, a research framework including three groups of factors (organizational, innovational and environmental) was proposed based on organizational innovation literature review. An empirical study using self-administered survey questionnaire and statistical tools will be conducted to validate the proposed framework. The results indicate that there are three main groups of factors affecting the adoption of Internet and web technology in Vietnam hotel marketing including: organizational factors in terms of top management support, and CEO’s attitude; innovation factors in term of perceived benefits, organizational compatibility and ease of use; environmental factors in term of competitive pressure, customer power and level of government. Therefore, implications of the findings for both managerial and governmental perspectives; and directions for future research are discussed.
Appears in Collections:[資訊管理系(所)] 博碩士論文

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