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Determinants of E-Commerce Adoption in the Hospitality Industry: Evidence From Hotels and Resorts of Hawassa City, Ethiopia

Year: 2026

Type: article

Abstract: This study examines the determinants of e-commerce adoption in the hospitality industry of Hawassa City, Ethiopia, using the Technology-Organization-Environment (TOE) framework. A quantitative research approach with descriptive and explanatory designs was employed. Data were collected through structured survey questionnaires from 415 respondents drawn from 16 star-rated hotels and resorts using proportional stratified sampling for employees and purposive sampling for general managers or owners. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were applied using AMOS version 24 to test the proposed hypotheses. The results reveal that relative advantage, perceived compatibility, top management support, IT capability, organizational competency, government e-readiness, market force e-readiness, and support industries have positive and significant effects on e-commerce adoption. In contrast, perceived complexity exhibits a negative but statistically insignificant influence on e-commerce adoption. The findings underscore the importance of a holistic approach that integrates technological, organizational, and environmental factors to facilitate e-commerce adoption and improve the competitive positioning of hotel and resort firms. The study provides practical implications for managers and policymakers, emphasizing the need for clear communication of e-commerce benefits, adequate IT resource allocation, skilled human capital, employee training, supportive policies, infrastructure development, and coordinated industry support to foster a conducive digital ecosystem for e-commerce adoption in the hospitality industry.

Source: SAGE Open

DOI: 10.1177/21582440261506358

Authors: Ayalsew Nigus Demis, Kassegn Berhanu Melese, Shewandagne Alemayehu Dubale, Mirachew Meshesha Begoshe

Institutions: Jinka University, Debre Berhan University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: gold

Estimated APC paid: $1,600