Proceedings of 3rd Global Accounting, Finance and Economics Conference
5 - 7 May, 2013, Rydges Melbourne, Australia, ISBN: 978-1-922069-23-8
The Owner-Manager Perspectives toward E-Travel Adoption by
Small Travel Business in Developing Countries
Vera Pujani*
The utilization of Internet has revolutionized the business processes in
tourism business, however, the success factors of e-travel adoption is still
required especially in developing countries. This paper presents the
qualitative research indentifying the success factors of e-travel adoption in
small travel agencies. The in-depth interview was conducted to obtain the
qualitative data from the website owner-manager of 10 small travel
companies in Padang, Indonesia. The result of the current study related to
informants, organization, and website profiles was identified. Additionally,
there were numerous success factors identified as the research results of
e-travel adoption model. The performance expectancy, social influence,
entrepreneur talent and business network are identified factors influencing
e-travel adoption model in small travel business. Hence the performance
expectancy was moderated by the technology opportunity in adopting etravel. In line with that, entrepreneur talent was moderated by business
experience to adopt e-travel among small travel companies. Based on the
result of current qualitative research, the proposed model of e-travel
adoption in small travel business in Indonesia was developed. This model
could be continued in the quantitative research using survey technique
among small travel business and as well for e-travel users.
*Dr. Vera Pujani, Department of Management, Andalas University, Indonesia
Email : vpujani@gmail.com.