Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks

Abstract

The importance of the organizational adoption of social media is increasingly raised in hospitality literature because of the recognition of Web 2.0 technologies as a significant tool for improving customer information searching and experience, as well as for enriching firm digital strategy. The present study seeks to empirically explore the determinant factors that affect a hospitality firm’s decision to adopt social media by following a theoretical approach that integrates the Diffusion of Innovation Theory (DIT) with the Technology-Organization-Environment (TOE) framework. Using survey data from 106 hospitality firms operating in Greece, and by applying structural equation modelling (SEM), we identify seven factors that influence the adoption of organizational social media adoption. These factors are grouped into three categories: Technological, organizational, and environmental. Out of the three groups of factors, technological features are considered as the most important ones in terms of their predicting power. Theoretical and practical implications of our findings are discussed.

Analysis of E-Commerce Adoption by SMEs Using the Technology - Organization - Environment (TOE) Model: A Case Study in Karawang, Indonesia

“…Compatability [31], [32], [29], [33], [26], [25], [23], [28] Perceived usefullness [24] Relative Adavantage [31], [32], [29], [33], [34], [25], [23], [28] Complexity [31], [29], [33], [25], [23], [28] Secuirity Concerns [24], [33], [25], [28] ISSN: 2774-5406 http://ijstm.inarah.co.id…”

“…Variable Indicator Source Organization Cost [29], [33], [26] Organizational Readiness [31], [24], [25], [35], [28] Top Management Support [31], [32], [24], [29], [33], [36], [34], [26], [25], [28] Organization size [33], [36], [37] Organization Culture [38], [26], [28] Environment Government Support [32], [29], [36], [38], [25], [35], [37], [28] Competitive Pressure [31], [32], [24], [29], [36], [34], [26], [25], [23], [28] Environment Uncertainly [29] Vendor Quality [24], [23] Data collection was carried out by distributing questionnaires via google form and print media. Google form is spread through social media, groups, MSMEs forums, and Whatsapp.…”

Intention to Adopt Cloud Accounting: A Conceptual Model from Indonesian MSMEs Perspectives

“…This supports the organizational issue of owner-manager knowledge and scope of the organization. The literature also supports the usage of the TOE to opt IoT by government institutions and corporate sector, for example; adoption of social media in the hospitality sector in Greece (Pateli, Mylonas, & Spyrou, 2020), intention to adopt e-government services in Malawi (Ziba & Kang, 2020), Automation and robotics adoption by transformational organizations in Saudi Arabia (Aldossari & Zin, 2020), and factors affecting benefits of switching to cloud-based ERP system in Taiwan (Chang, 2020). TOE provides a research model that has a strong theoretical basis and can be used in various types of research on the adoption of innovation.…”

Perancangan Dan Implementasi Web Forum Alumni Universitas Internasional Batam

“…Kehadiran teknologi tersebut, membuat beberapa organisasi mulai melakukan adopsi penggunaan teknologi Web 2.0, seperti seperti blog, jejaring sosial, forum internet, kalender, wiki, podcast, aplikasi pemesanan, layanan berbagi file dan tagging, hal ini menyebabkan meningkatnya kebutuhan organisasi dalam melakukan hubungan dan kolaborasi dengan pasar mereka (2,3). Dinamika perkembangan dari teknologi http://ejournal.urindo.ac.id/index.php/TI Web 2.0 itu sendiri telah menghasilkan sebuah hubungan interaktif dalam internet, yang tentu saja dibutuhkan kontribusi para penggunanya, sehingga dampak yang dihasilkan dari kolaborasi dan kontribusi tersebut dapat menjadi lebih maksimal (4).…”