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The Impact of Web 2.0 on E-Commerce Adoption and Use by Tourism Businesses – Can SMMEs Play the Trick?: A Case of the Eastern Cape Province
Abstract
The subject of Information Technology (IT) adoption and use has been going on for some time (Jeyaraj & Sabherwal, 2008). In particular, to electronic commerce (e-Commerce) adoption and use, the invention of Web 2.0 presents new technological features for potential and current e-Commerce adopters as well as new challenges. With Web 2.0, customers' perceptions, preferences and decisions are not only based on information presented on e-Commerce websites, but are also influenced by content generated by people on social networks and interactive e-Commerce websites. This poses the following question: how can Small, Medium and Micro-Sized Enterprises in the tourism sector (tourism SMMEs) keep up with these technological advancements given their limited resources? Accordingly, this book chapter proposes a framework that shows challenges and incentives (critical success factors) of e-Commerce, identifies e-Commerce platforms tourism SMMEs should adopt in order to maximise benefits and outlines what tourism SMMEs should expect from their e-Commerce platforms.
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