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
