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 adoptionintensity 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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Fuchs, M., Tuta, M., Höpken, W. (2008). Adoption of E-mail Marketing in the Hotel Sector. In: O’Connor, P., Höpken, W., Gretzel, U. (eds) Information and Communication Technologies in Tourism 2008. Springer, Vienna. https://doi.org/10.1007/978-3-211-77280-5_25
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DOI: https://doi.org/10.1007/978-3-211-77280-5_25
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-77279-9
Online ISBN: 978-3-211-77280-5