E-commerce applications in Tourism of Khanh Hoa province in integration period

Abstract

Being among major competitive industries in the future, tourism is an advantageous sector of Khanh Hoa which greatly contributes to the economic growth and the province’s restructuring. According to Khanh Hoa Bureau of Statistics (2014), 2014 tourism revenue reached 4280.47 billion VND which increased 27.76% compared to 2013; the number of visitors in the year was 14.6 million, an exceeding 16.48% compared to the previous year (tourists travelling by sea are excluded). Therefore, Khanh Hoa is currently concentrating on developing international travel, aiming at international tourism as a prime motivation for the growth of domestic tourism and service industry in the international economic integration phase. This study, which utilized Technology Acceptance Model – TAM and E-Commerce Acceptance Model – ECAM, reviewed the factors that affect the e-commerce applications at Khanh Hoa tourism enterprises. Employing regression analysis on a sample of 158 tourism enterprises in Khanh Hoa, we found that six factors including Hardware, Software, Information system, Internal resources of SMEs (Small to Medium Enterprises); Policies and management of the Government, and Cultural & social factors have a positive impact on the level of e-commerce usage in Khanh Hoa hospitality industry. We subsequently clarify the most suitable model for our data. The research findings outlined meaningful proposals for hospitality enterprises in Khanh Hoa as well as assist in enhancing the society performance.