Critical Success Factors Associated to Tourism e-Commerce: Study of Peruvian Tourism Operators

The incorporation of information and communication technologies (ICT) has generated new opportunities and innovation in business models, such as electronic commerce (EC). Despite the benefits that the EC offers PYMEs, its adoption is low. Several authors have argued that many factors condition the adoption of EC in developing countries. This study proposes a model of factors associated with the adoption of EC by tourism operators based on factors categorized into organizational, individual, environmental, and technological factors. In this study, a structural equation modeling and confirmatory factor analysis tools were used to analyze the data. The data collected from 116 participants (69%) males and 31% females, managers of tourism operators). The results reveal that 11 factors influence the adoption of EC. Also, the operators currently using EC consider that the most influential factor are related with organizational factors operators that have not implement EC value factors involving skills, knowledge and experience in technology. This study can be used to establish policies on ICT adoption in tourism PYMEs.