INVESTIGATING E-BUSINESS PRACTICES IN TOURISM: A COMPARATIVE ANALYSIS OF THREE COUNTRIES

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Ilias P. Vlachos

Keywords

E-business, tourism sector, cluster analysis

Abstract

This study examined the behaviour of tourist companies in relation to the adoption of e-business technologies and applications. The study aimed to identify groups of companies with homogenous behaviour among three European countries (Greece, Portugal and Norway). Based on data from a European survey, the study employed two-step cluster analysis which revealed 14 clusters of common behaviour (five clusters in Greece, five in Portugal and four in Norway). These clusters were named as: Leaders’ ‘Technology Experts’, ‘Fast Adopters’ ‘Beginners’, ‘Late Adopters’. In Norway, the group ‘Late Adopters’ also included companies characterised as ‘Beginners’ in the other two countries. We suggest further investigation among European countries in order to reveal more groups of similar behaviour toward e-business adoption.

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