Title

Evolving maturity of Malaysian Regional Tourism Organization websites: A longitudinal study using the extended model of Internet commerce adoption.

Authors

ANANDKUMAR, S. VICTOR; ANIL KUMAR T. V.

Abstract

The purpose of this study is to study the evolving maturity of Malaysian Regional Tourism Organisations' (RTO) websites by using the extended Model of InternetCommerce Adoption (eMICA) developed by Burgess and Cooper (2000). The study compared the interactivity, functionality and features used in RTO Websites over a five year period from 2010 to 2015. This is a longitudinal study using passive primary data collected through structured observation of the websites. The results indicate the growing maturity of the RTO websites from low to moderate interactivity in 2010 to moderate to high interactivity in 2015. This study provides a way to assess the development of destination-wide eTourism in Malaysia by measuring the evolving maturity of its RTO websites.

Subjects

MALAYSIA; NATIONAL tourism organizations; TOURISM websites; TOURISM; LONGITUDINAL method; ELECTRONIC commerce; INNOVATION adoption

Publication

Journal of Tourism, 2015, Vol 16, Issue 1, p49

ISSN

0972-7310

Publication type

Academic Journal