An evaluation of potential adoption of web based marketing in hotel industry : A case study of Arugambay based hotels

Abstract

The main aim of the study is to evaluate the potential adoption of web based marketing by the hotels in the Arugambay, South Eastern Sri Lanka. In order to achieve this, 83 hotels were selected from Arugambay region. The data were collected through questionnaires. The methodology adopted for this study is case study research approach for which the data gathered were qualitative as well as quantitative. Findings show that there are three factors positively affect the nature of adoption namely; individual factors, firm resources, innovation attributes. This indicates that when it comes to make decision of whether to adopt the web-based marketing, perceived innovation attributes come into play and exerts an influence. The research results show that these factors are relevant to sophisticated levels of adoption of webbased marketing. Therefore it can be concluded that there is a potential for web-based marketing adoption in hotel industry in Arugambay, South Eastern Sri Lanka