Factors affecting the adoption of e-marketing technologies in services industry : empirical study on hotel sector in Jordan

Abstract EN

The Hotel industry, like many other industries, has witnessed many environmental changes and developments that affect the way Hotels are doing businesses.

Perhaps one of the major forces behind these developments is technology, which is breaching geographical barriers, creating new products, services, market opportunities, and developing more information and systems-oriented business and management process.

This study aims at investigating the factors that affect the adoption of e-marketing technology in Hotel Sector in Jordan.

The present study is based on eight main hypotheses state that there is no statistical significant relationship between Hotel size, Hotel willingness to change, IT knowledge, customer pressure, competitor pressure, ease of e marketing use, top management support and adoption of e marketing technology.

The researcher designed a questionnaire as an instrument to collect the necessary data ,and then it was distributed personally to the sample of the study which constitutes all five, four, and three star Hotels operating in Amman city, the Capital of Jordan ,with total number of (88) questionnaires which were usable for analysis.

The findings from the field research showed significant relationships between all the above factors and e marketing adoption in Hotel industry except Hotels' size which was not significantly related.

A number of managerial implications and recommendations are provided to guide Hotel's managers in their efforts to adopt and implement this new way of delivering Hotel services, in order to satisfy customers needs in a better way than do competitors.