Drivers of E-Business Diffusion in Tourism: A Decision Tree Approach

• Biljana Rondović ^[1] ; Tamara Djuričković ^[2] ; Ljiljana Kašćelan ^[1]
  1. [1] University of Montenegro

     University of Montenegro

     Montenegro

     
  2. [2] Agency for Control and Quality Assurance of Higher Education
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 14, Nº. 1, 2019, págs. 30-50
• Idioma: inglés
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• Resumen

  • The aim of this paper is to examine the individual and interactive influence of organizational, technical and environmental factors on the diffusion of e-business in Montenegrin tourism organizations. In accordance with this goal a decision tree method is used in this paper. The results showed that organizational factors have the highest individual impact on e-business diffusion and that there is a strong interactive influence of organizational, information technology integration and external support factors. The obtained results provide important information for management and decision-making in conditions when diffusion of information technology innovation needs to be accelerated in such a way that instead of influencing only one group of factors, it affects several factors simultaneously which, in interaction with one another, lead to a greater degree of e-business diffusion.