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Adoption of E-mail ...
Adoption of E-mail Marketing in the Hotel Sector
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- Fuchs, Matthias (author)
- Mittuniversitetet,Institutionen för samhällsvetenskap (-2013),ETOUR
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Tuta, Mario (author)
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Höpken, Wolfram (author)
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(creator_code:org_t)
- New York : Springer, 2008
- 2008
- English.
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In: Information and Communication Technologies in Tourism 2008 Proceedings of the International Conference in Innsbruck, Austria, 2008. - New York : Springer. - 9783211772799 ; , s. 279-290
- Related links:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Subject headings
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- The paper identifies determinants of adoption behavior concerning E-mail marketing in the hotel sector. Based on the technology adoption literature and data generated in 241 hotels, first, a logistic regression is performed to identify the drivers behind the usage decision. Secondly, by the use of linear structural equation models (SEM), the determinants of both adoption-intensity and adoption-intention are empirically deduced. Finally, managerial implications and research challenges regarding the issue of E-mail Marketing in tourism are discussed.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Keyword
- Business and economics
- Ekonomi
Publication and Content Type
- ref (subject category)
- kon (subject category)
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