Tourism and Hospitality Research in Ireland Conference

One of the primary challenges for the tourism sector is to communicate with potential customers in a manner that is readily accessible to them. Tourism enterprises must ensure that the tourism product is presented and promoted in the most effective and efficient manner possible. Information and communication technology (ICT) applications play a critical role in overcoming this challenge. The literature in this area suggests that technology is regarded as a main source of sustainable competitive advantage and a strategic weapon for the tourism and hospitality industry. Further investigation has revealed that the level of technology adoption varies significantly amongst tourism enterprises. This issue is especially true amongst micro and small tourism enterprises (SMTEs). From a comprehensive study of the literature available, it is evident that there is a dearth of research in the area of ICT usage by SMTEs in Ireland. Primary research was deemed necessary to address this gap in knowledge. A three-phase research process, incorporating questionnaire surveys, focus groups and in-depth interviews was undertaken: resulting in a unique methodology from which to investigate ICT adoption amongst SMTEs in Ireland. This study has specifically examined, in-depth, the significance of the drivers and inhibitors to ICT adoption as perceived by SMTE owner/managers. It has also provided new insights regarding the relative importance of benefits and reasons for ICT adoption amongst SMTEs. The results provide several theoretical contributions to ICT research within the context of tourism SMEs. Analysis of the empirical data (both quantitative and qualitative) generated shows that the needs of the SMTEs (in terms of ICT adoption) can be clustered against the variable that determine use of technology. The findings demonstrate that enterprises, which have the highest levels of ICT utilisation (hotels and bar/restaurants), are further along the ICT adoption process than those enterprises with lower ICT utilisation (self-catering, attractions and the B&B sector.)