Theoretical Framework Of E-Tourism

E-commerce has inherent characteristics like low cost and ease of use that provide unique possibilities for value creation by companies, which result in widespread adoption, high degree of interconnection and the richness and reach of information that can pass between many parties (Daniel and Grimshaw, 2002).

E-tourism is one kind of e-commerce activity. Buhalis and Jun (2011) suggest that the e-tourism will reflect the transformation of all processes and value chains in the tourism, travel, hospitality and catering industries. E-tourism creates the opportunity for travelers to be able access reliable and accurate information, as well as the possibility of making reservations in much less time, and with less expenses and inconveniences than

In this framework, there are three aspects of a firm's context that influence adoption of the technology innovation; these are technological context, organizational context, and environmental context. TOE framework is consistent with the Rogers’ (1995) diffusion of innovation (DOI) theory as focuses on both internal and external characteristics of the organization, as well as technological characteristics in study of drivers for new technology diffusion (Ghobakhloo et al. 2011). Technological context relates to both the internal and external technologies that are relevant to the firm, while organizational context pertains to the nature and the resources of the firm. Then, the environmental context refers to other parties surrounding the firm such as competitors, suppliers and government (Rahayu and Day,

2013). As explained above, Molla and Licker proposed PEER model. PEER was defined as the degree to which mangers believed that the market forces, the government, and other supporting industries were ready to aid in the organizations’ e-Commerce implementation. PEER represents an organization’s assessment and evaluation of relevant external environmental factors (environmental imperative attributes). In their research, they found that environment also influence the adoption of e-commerce.

In the TOE framework, environmental context refers to the arena where the organizations do the business. Mangula et al. (2014) stated IT innovations do not accommodate only for an internal audience, but also to company’s customers, suppliers, and business partners. As similar with Molla and Licker study’s (2005a, b), Ramdani et al. (2013) and Ghobakhloo et al. (2011) also found that environmental context significantly influence the adoption of e-commerce. Thus, based on previous studies above, the following hypothesis is stated:

H3: Environmental context has significant influence on the adoption of e-tourism by