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Investigating the Evolution of Hotel Internet Adoption

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This article draws upon Diffusion of Innovations and Configurational theories to investigate how website features and email responses by 200 Swiss hotels reflect evolving Internet adoption. Complementary multivariate and artificial neural network (ANN) techniques support classifying the hotels into three clusters based on their website features. These clusters and the results of a structural equation model confirm that Internet adoption evolves from static to dynamic use, as organizations add website features and provide quality responses to customer emails. Practically, differences among these clusters suggest caution in adopting some website features. Academically, the study extends diffusion research and introduces metrics, particularly domain name age and quality email responses, for future research of organizational Internet adoption. Finally, the study illustrates how ANNs complement and help overcome limitations of multivariate techniques.
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Keywords: ARTIFICIAL NEURAL NETWORKS; CONFIGURATIONAL THEORY; DOMAIN NAMES; INTERNET; ORGANIZATIONAL DIFFUSION OF INNOVATIONS; WEBSITE EVALUATION

Document Type: Research Article

Publication date: 2006-10-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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