Conference proceedings article
Adoption of E-mail Marketing in the Hotel Sector
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Publication Details
Author list: Fuchs, Matthias
Publisher: Springer
Place: New York
Publication year: 2008
Start page: 279
End page: 290
Number of pages: 12
ISBN: 978-3-211-77279-9
Abstract
The paper identifies determinants of adoption behavior concerning E-mail marketing in the hotel sector. Based on the technology adoption literature and data generated in 241 hotels, first, a logistic regression is performed to identify the drivers behind the usage decision. Secondly, by the use of linear structural equation models (SEM), the determinants of both adoption-intensity and adoption-intention are empirically deduced. Finally, managerial implications and research challenges regarding the issue of E-mail Marketing in tourism are discussed.
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