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dc.contributor.authorMohamed Shiraj, M.
dc.contributor.authorShameem, A.L.M.A.
dc.identifier.citationProceedings of the Third International Symposium 2013, pp. 65-80
dc.description.abstractThe 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 Lankaen_US
dc.publisherSouth Eastern University of Sri lankaen_US
dc.subjectWeb Based Marketingen_US
dc.subjectIndividual Factorsen_US
dc.subjectFirm Resources Innovationen_US
dc.titleAn evaluation of potential adoption of web based marketing in hotel industry : A case study of Arugambay based hotelsen_US
dc.typeFull paperen_US
Appears in Collections:3rd International Symposium - 2013

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