Going digital with multisided-platforms: Assessing the innovation adoption process from the perspectives of travel agents

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism and Hospitality Research Pub Date : 2023-07-01 DOI:10.1177/14673584231186535
Suhaib Aamir, N. Atsan, Mohammad Saud Khan
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Abstract

Travel agents’ adoption of digital technologies to digitally transform their businesses has seen a rapid surge in recent years in the tourism industry. Multisided Platforms (MSPs) have been one of those digital technologies that digitally transformed brick-and-mortar travel agents to have access to online tools and modules for searching, comparing, and booking travel content. This study examines the factors that are taken into consideration by travel agents in the three phases of the adoption process, namely, pre-adoption, during-adoption, and post-adoption phases. A qualitative study was taken up for this purpose and seventeen semi-structured interviews were conducted with international travel agents. The findings of this study were twofold. First, the findings of the study adhered to the existing factors of the diffusion of innovation (DOI) model such as relative advantage, compatibility, complexity, trialability, and observability, as crucial factors for adopting MSPs. Second, the findings of the study extended the DOI model by proposing two other factors, supportability, and integrability, which were deemed crucial by travel agents when adopting MSPs. The study shows that as part and parcel of the DOI model, travel agents by adopting MSPs get access to global content from multiple-channels and multiple-providers easily and securely. The study discusses practical and theoretical implications.
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利用多边平台实现数字化:从旅行社的角度评估创新采用过程
近年来,旅行社采用数字技术对其业务进行数字化转型的做法在旅游业迅速兴起。多边平台(MSP)是对实体旅行社进行数字化改造的数字技术之一,使其能够访问用于搜索、比较和预订旅行内容的在线工具和模块。本研究考察了旅行社在收养过程的三个阶段,即收养前、收养期间和收养后阶段所考虑的因素。为此进行了一项定性研究,并对国际旅行社进行了17次半结构化访谈。这项研究的结果是双重的。首先,研究结果坚持了创新扩散(DOI)模型的现有因素,如相对优势、兼容性、复杂性、可试验性和可观察性,作为采用MSP的关键因素。其次,该研究的结果扩展了DOI模型,提出了另外两个因素,即可支持性和可积性,旅行社在采用MSP时认为这两个因素至关重要。研究表明,作为DOI模式的一部分,旅行社通过采用MSP,可以轻松安全地从多个渠道和多个提供商访问全球内容。该研究讨论了实际和理论意义。
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来源期刊
Tourism and Hospitality Research
Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.40
自引率
8.60%
发文量
63
期刊介绍: Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management
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