Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218591 
Year of Publication: 
2015
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 46 [Issue:] 4 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2015 [Pages:] 53-64
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
Tourism which is regarded as information intensive sector is the mostly affected sector by technology revolution and its traditional trading structures have been totally changed. The adoption and use of e-commerce in tourism sector is regarded as a tool to widen market reach and improve efficiency and effectiveness of business operations. The degree of impact of e-commerce use on business performance depends on the intensity of its usage in organization's key value-chain activities. However, the intensity of e-commerce use is influenced by technological, organizational and environmental (TOE) contextual factors. Based on TOE model and the existing literature on post-adoption use of e-commerce, a set of factors that affect the intensity of e-commerce use in Tanzanian tourism sector was identified. A survey was conducted with 181Tanzanian tourism firms that have already adopted e-commerce and structural equation modeling (SEM) was used to analyze the data. The findings indicated that the scope of e-commerce use has a positive impact on business performance in terms of improved internal processes, competitive position, customer service delivery, overall business performance and increased customer base. The scope of e-commerce use is affected positively by pressure intensity and perceived benefits and negatively by barriers to e-commerce use. The findings have highlighted key areas that require immediate actions from both the government and private sector in order to promote a successful growth of e commerce in the country.
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Creative Commons License: 
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Document Type: 
Article

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