Website Evaluation of Travel Agencies Class A in Saudi Arabia and Egypt Using Extended Version of Internet Commerce Adoption Model: A Comparative Study
This research aims to explore how well the extended model of internet commerce adoption (eMICA) model is often used to determine the extent of internet commerce adoption in the travel agencies sector in both Egypt and Kingdom of Saudi Arabia (KSA). The web content analysis method was used to analyze the level of adoption of Egyptian travel agencies and Saudi travel agencies according to data immensely available on their websites. Therefore, each site was categorized according to the phases and levels proposed. In order to achieve this, 120 websites were evaluated by the two authors over a three-month period, from August to October 2020, and then categorized according to the phases and levels of (eMICA). The results show that there are deficiencies in the application of the eMICA model by both KSA and Egyptian travel agencies, generally, updating their websites, the absence of quality certification, offering secure online payment, virtual tours, and videos using Flash animation. In general, the Egyptian companies slightly outperformed the KSA ones in applying eMICA model.
[1] Berné, C., García-González, M., García-Uceda, M.E., and Múgica, J.M., (2015). The effect of ICT on relationship enhancement and performance in tourism channels, Tourism Management, 48, pp. 88–198.
[2] Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21, 97-116.
[3] Law, R., Leung, K., and Wong, J. (2004). The impact of the Internet on travel agencies. International Journal of Contemporary Hospitality Management, Volume 16. Number 2. pp. 100-107 # Emerald Group Publishing Limited. DOI 10.1108/09596110410519982
[4] Burgess, L., Gibbons-Parrish, B.K., Cooper, J., and Alcock, C., (2009). A longitudinal study of the use of the web by regional tourism organizations (RTOs) in Australia. 22nd Bled Conference, Bled, Slovenia: Bled Conference, pp. 519-531.
[5] Tourism White Paper (2007). Destinations Online: Approaches for Regional Tourism Organizations, Centre for Regional Tourism Research, Southern Cross University.
[6] Poon, S., & Swatman, P., (1999). An Exploratory Study of Small Business Internet Commerce Issues, Information and Management, 35 (1), 9-18.
[7] Teo, T.S.H, & Pian, Y., (2003). A contingency perspective on Internet adoption and competitive advantage, European Journal of Information Systems, Vol.12, No.2, June 2003, pp.78-92.
[8] Buhalis, D. (2003). E-Tourism: information technology for strategic tourism management.Englweoods Cliffs, NJ: Prentice-Hall.
[9] Cavia, J.F., & Castro, D., (2015). Communication and branding on national tourism websites, CUADERNOS.INFO No. 37, ISSN 0719-3661, Version electronica: ISSN 0719-367x.
[10] Jeong, C., Holland, S., Jun, S.H., and Gibson, H., (2012). Enhancing destination image through travel website information, International Journal of Tourism Research, 14 (1), 16-27.
[11] Chiou, W., Lin, C., and Perng, C., (2011). A strategic website evaluation of online travel agencies. Tourism Management, Vol.32, pp. 1463-1473.
[12] Burgess, L., & Cooper, J. (2000). Extending the Viability of MICA (Model of Internet Commerce Adoption) as a metric for Explaining the Process of Business Adoption of Internet Commerce, International Conference of Telecommunications and Electronic Commerce, Dallas, November.
[13] Marimon, F.; Vidgen, R.; Barnes, S.; Cristobal, E. (2010), ―Purchasing behaviour in an online supermarket: the applicability of E-S-QUAL‖, International Journal of Market Research, 2010, Vol. 52, nº 1, pp. 111-129.
[14] Doolin B, Burgess L, Cooper J (2002) Evaluating the use of the web for tourism marketing: a case study from New Zealand. Tour Manag 23(5):557–561.
[15] Schmidt, S., Cantallops, A. S., and Dos Santos, C.P., (2008). The characteristics of hotel websites and their implications for website effectiveness, International Journal of Hospitality Management, 27 (4), 504-516.
[16] Burgess, L., & Cooper, J., (1998). The status of Internet Commerce in the Manufacturing Industry in Australia: A survey of Metal Fabrication Industries Proceedings of the Second Collecter Conference on Electronic Commerce, Sydney, pp.65-73.
[17] Burgess, L., Sargent, J.P., Cooper, J., and Cerpa, N., (2005). A comparative analysis of the use of the Web for destination marketing by regional tourism organizations in Chile and the Asia Pacific, Collaborative Electronic Commerce Technology and Research. Chile: Universidad de Talca.
[18] Brogan, M.P., (2006). Transformation theory and e-commerce adoption, Thesis submitted in fulfilment of the requirements for the award of Doctor of Philosophy, Information Science Edith, Faculty of Computing, Health and Science, Cowan University. Retrieved from https://ro.ecu.edu.au/theses/51.
[19] Timmers, P. (1998) Business Models for Electronic Markets. Journal of Electronic Markets, 8,3-8.http://dx.doi.org/10.1080/10196789800000016
[20] Fransi, E.C., Daries, N., Cantallops, A.S., Cardona, J.R., and Zorzano, M., (2018). Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain. Sustainability, Vol.10.
[21] Boon, O. (1999).Evaluating the adoption of the internet: A model towards World`s best practice. Unpublished Honors thesis, Deakin University.
[22] Daries, N., Fransi, E.C., Ferrer-Rosell, B.F, Marine-Roig, E.M, (2019). Measuring Gastronomic Image Online, Int J Environ Res Public Health, 6 (23), November.
[23] Daries-Ramon, N., Cristobal-Fransi, E., Martín-Fuentes, E., and Marine-Roig, E. (2016). Adopción del comercio electrónico en el turismo de nieve y de montaña: Análisis de la presencia web de las estaciones de esquí a través del modelo eMICA (E-commerce adoption in mountain and snow tourism: Analysis of ski resorts web presence through the eMICA model). Cuadernos De Turismo, 37, 113–134.
[24] Pesonen J. A., & Palo-Oja O.M., (2010). Comparing Internet commerce adoption between the Finnish and the European independent accommodation companies. In: Gretzel U., Law R., Fuchs M. (eds) Information and Communication Technologies in Tourism. Springer, Vienna, pp.51-62.
[25] Burgess, L., Cooper, J., Alcock, C., McNamee, K., and Doolin, B., (2003). Use of the Web for Destination Marketing by Regional Tourism Organizations in the Asia-Pacific Region, Seeking Success in E-Business, 123, 227-238.
[26] Lemmetyinen, A., & Suomi, R., (2006). Cooperation of small enterprises in a web-based tourism network – case of the Old Mail Road in Finland, and Sweden. In Keller, P. & Bieger, T., (Eds.) Marketing Efficiency in Tourism: Coping with Volatile Demand. Berlin: Erich Schmidt Verlag GmbH & Co.
[27] Liao, C., To, P.L., & Shih, M.L. (2006). Website practices: A comparison between the top 1000 companies in the U.S. and Taiwan. Int. J. Information management. pp. 26, 196–211.
[28] Hashim, N., Murphy, J., and Law, R., (2007). A Review of Hospitality Website Design Frameworks. In Sigala, M. Mich, L. & Murphy, J. (Eds.) Information and Communication Technologies in Tourism, Austria: Springer.
[29] Lin, D., Zhou, Z., and Guo, X., (2009). A Study of the Website Performance of Travel Agencies Based on the EMICA Model, Journal of Service Science and Management, January 2009, No.3, pp. 181-185.
[30] Wu, S. and Zhou, Y. Y. (2006). A study of the electronic commerce application level of Chinese tour enterprises based on the eMICA model,” The Fifth International Conference on E-Business.
[31] Cristobal-Fransi, E., Daries, N., Serra-Cantallops, A. , Ramón-Cardona, J., and Zorzano, M. (2018). Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain. Sustainability Journal, 10(8):2920; doi:10.3390/su10082920.
[32] Carey, J., & Gerk, J. (2002). Getting small business beyond brochure ware: Web content strategy and the role of the external web developer. Melbourne, Australia: CollECTeR.
[33] Law, R., & Hsu, C. (2005). Customers’ perceptions on the html importance of hotel web sites dimensions and attributes. Nielsen, J. (2004). Ten usability heuristics. Retrieved from International Journal of Contemporary Hospitality http://www.useit.com/papers/heuristic/heuristic_list. Management, 17(6), 493–503.
[34] Choochinprakarn, N. (2016). Adoption of electronic commerce in Thai travel small and medium enterprises. International Journal of Business and Management, IV (1), doi: 10.20472/BM.2016.4.1.001.
[35] Crawford, H., Duan, S. (2017). Assessing Export Readiness of Tourism Operators’ Digital Channels. Australian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia, Duration: 01 Dec 2017 → 06 Dec.
[36] Lastra, O. G., & Gregorio, G. E., (2016). Longitudinal Analysis of Websites of Ski and Mountain Resorts in Spain, Andorra and Pyrénées of France. Seasons: From 2009-10 to 2013-14, Universidad De Murcia, Cuadernos De Turismo, No.38, ISSN: 1139-7861 eISSN: 1989-4635, pp. 533-536.
[37] Lin, P. J., Jones, E., and Westwood, S. (2009). Perceived Risk and Risk-Relievers in Online Travel Purchase Intentions. Journal of Hospitality Marketing & Management 18(8):782-810 · DOI: 10.1080/19368620903235803.
[38] Lexhagen, M. (2005). The importance of value-added services to support the customer search and purchase process on travel websites. Information Technology & Tourism, 7(2), 119-135.
[1] Berné, C., García-González, M., García-Uceda, M.E., and Múgica, J.M., (2015). The effect of ICT on relationship enhancement and performance in tourism channels, Tourism Management, 48, pp. 88–198.
[2] Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21, 97-116.
[3] Law, R., Leung, K., and Wong, J. (2004). The impact of the Internet on travel agencies. International Journal of Contemporary Hospitality Management, Volume 16. Number 2. pp. 100-107 # Emerald Group Publishing Limited. DOI 10.1108/09596110410519982
[4] Burgess, L., Gibbons-Parrish, B.K., Cooper, J., and Alcock, C., (2009). A longitudinal study of the use of the web by regional tourism organizations (RTOs) in Australia. 22nd Bled Conference, Bled, Slovenia: Bled Conference, pp. 519-531.
[5] Tourism White Paper (2007). Destinations Online: Approaches for Regional Tourism Organizations, Centre for Regional Tourism Research, Southern Cross University.
[6] Poon, S., & Swatman, P., (1999). An Exploratory Study of Small Business Internet Commerce Issues, Information and Management, 35 (1), 9-18.
[7] Teo, T.S.H, & Pian, Y., (2003). A contingency perspective on Internet adoption and competitive advantage, European Journal of Information Systems, Vol.12, No.2, June 2003, pp.78-92.
[8] Buhalis, D. (2003). E-Tourism: information technology for strategic tourism management.Englweoods Cliffs, NJ: Prentice-Hall.
[9] Cavia, J.F., & Castro, D., (2015). Communication and branding on national tourism websites, CUADERNOS.INFO No. 37, ISSN 0719-3661, Version electronica: ISSN 0719-367x.
[10] Jeong, C., Holland, S., Jun, S.H., and Gibson, H., (2012). Enhancing destination image through travel website information, International Journal of Tourism Research, 14 (1), 16-27.
[11] Chiou, W., Lin, C., and Perng, C., (2011). A strategic website evaluation of online travel agencies. Tourism Management, Vol.32, pp. 1463-1473.
[12] Burgess, L., & Cooper, J. (2000). Extending the Viability of MICA (Model of Internet Commerce Adoption) as a metric for Explaining the Process of Business Adoption of Internet Commerce, International Conference of Telecommunications and Electronic Commerce, Dallas, November.
[13] Marimon, F.; Vidgen, R.; Barnes, S.; Cristobal, E. (2010), ―Purchasing behaviour in an online supermarket: the applicability of E-S-QUAL‖, International Journal of Market Research, 2010, Vol. 52, nº 1, pp. 111-129.
[14] Doolin B, Burgess L, Cooper J (2002) Evaluating the use of the web for tourism marketing: a case study from New Zealand. Tour Manag 23(5):557–561.
[15] Schmidt, S., Cantallops, A. S., and Dos Santos, C.P., (2008). The characteristics of hotel websites and their implications for website effectiveness, International Journal of Hospitality Management, 27 (4), 504-516.
[16] Burgess, L., & Cooper, J., (1998). The status of Internet Commerce in the Manufacturing Industry in Australia: A survey of Metal Fabrication Industries Proceedings of the Second Collecter Conference on Electronic Commerce, Sydney, pp.65-73.
[17] Burgess, L., Sargent, J.P., Cooper, J., and Cerpa, N., (2005). A comparative analysis of the use of the Web for destination marketing by regional tourism organizations in Chile and the Asia Pacific, Collaborative Electronic Commerce Technology and Research. Chile: Universidad de Talca.
[18] Brogan, M.P., (2006). Transformation theory and e-commerce adoption, Thesis submitted in fulfilment of the requirements for the award of Doctor of Philosophy, Information Science Edith, Faculty of Computing, Health and Science, Cowan University. Retrieved from https://ro.ecu.edu.au/theses/51.
[19] Timmers, P. (1998) Business Models for Electronic Markets. Journal of Electronic Markets, 8,3-8.http://dx.doi.org/10.1080/10196789800000016
[20] Fransi, E.C., Daries, N., Cantallops, A.S., Cardona, J.R., and Zorzano, M., (2018). Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain. Sustainability, Vol.10.
[21] Boon, O. (1999).Evaluating the adoption of the internet: A model towards World`s best practice. Unpublished Honors thesis, Deakin University.
[22] Daries, N., Fransi, E.C., Ferrer-Rosell, B.F, Marine-Roig, E.M, (2019). Measuring Gastronomic Image Online, Int J Environ Res Public Health, 6 (23), November.
[23] Daries-Ramon, N., Cristobal-Fransi, E., Martín-Fuentes, E., and Marine-Roig, E. (2016). Adopción del comercio electrónico en el turismo de nieve y de montaña: Análisis de la presencia web de las estaciones de esquí a través del modelo eMICA (E-commerce adoption in mountain and snow tourism: Analysis of ski resorts web presence through the eMICA model). Cuadernos De Turismo, 37, 113–134.
[24] Pesonen J. A., & Palo-Oja O.M., (2010). Comparing Internet commerce adoption between the Finnish and the European independent accommodation companies. In: Gretzel U., Law R., Fuchs M. (eds) Information and Communication Technologies in Tourism. Springer, Vienna, pp.51-62.
[25] Burgess, L., Cooper, J., Alcock, C., McNamee, K., and Doolin, B., (2003). Use of the Web for Destination Marketing by Regional Tourism Organizations in the Asia-Pacific Region, Seeking Success in E-Business, 123, 227-238.
[26] Lemmetyinen, A., & Suomi, R., (2006). Cooperation of small enterprises in a web-based tourism network – case of the Old Mail Road in Finland, and Sweden. In Keller, P. & Bieger, T., (Eds.) Marketing Efficiency in Tourism: Coping with Volatile Demand. Berlin: Erich Schmidt Verlag GmbH & Co.
[27] Liao, C., To, P.L., & Shih, M.L. (2006). Website practices: A comparison between the top 1000 companies in the U.S. and Taiwan. Int. J. Information management. pp. 26, 196–211.
[28] Hashim, N., Murphy, J., and Law, R., (2007). A Review of Hospitality Website Design Frameworks. In Sigala, M. Mich, L. & Murphy, J. (Eds.) Information and Communication Technologies in Tourism, Austria: Springer.
[29] Lin, D., Zhou, Z., and Guo, X., (2009). A Study of the Website Performance of Travel Agencies Based on the EMICA Model, Journal of Service Science and Management, January 2009, No.3, pp. 181-185.
[30] Wu, S. and Zhou, Y. Y. (2006). A study of the electronic commerce application level of Chinese tour enterprises based on the eMICA model,” The Fifth International Conference on E-Business.
[31] Cristobal-Fransi, E., Daries, N., Serra-Cantallops, A. , Ramón-Cardona, J., and Zorzano, M. (2018). Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain. Sustainability Journal, 10(8):2920; doi:10.3390/su10082920.
[32] Carey, J., & Gerk, J. (2002). Getting small business beyond brochure ware: Web content strategy and the role of the external web developer. Melbourne, Australia: CollECTeR.
[33] Law, R., & Hsu, C. (2005). Customers’ perceptions on the html importance of hotel web sites dimensions and attributes. Nielsen, J. (2004). Ten usability heuristics. Retrieved from International Journal of Contemporary Hospitality http://www.useit.com/papers/heuristic/heuristic_list. Management, 17(6), 493–503.
[34] Choochinprakarn, N. (2016). Adoption of electronic commerce in Thai travel small and medium enterprises. International Journal of Business and Management, IV (1), doi: 10.20472/BM.2016.4.1.001.
[35] Crawford, H., Duan, S. (2017). Assessing Export Readiness of Tourism Operators’ Digital Channels. Australian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia, Duration: 01 Dec 2017 → 06 Dec.
[36] Lastra, O. G., & Gregorio, G. E., (2016). Longitudinal Analysis of Websites of Ski and Mountain Resorts in Spain, Andorra and Pyrénées of France. Seasons: From 2009-10 to 2013-14, Universidad De Murcia, Cuadernos De Turismo, No.38, ISSN: 1139-7861 eISSN: 1989-4635, pp. 533-536.
[37] Lin, P. J., Jones, E., and Westwood, S. (2009). Perceived Risk and Risk-Relievers in Online Travel Purchase Intentions. Journal of Hospitality Marketing & Management 18(8):782-810 · DOI: 10.1080/19368620903235803.
[38] Lexhagen, M. (2005). The importance of value-added services to support the customer search and purchase process on travel websites. Information Technology & Tourism, 7(2), 119-135.
@article{"International Journal of Business, Human and Social Sciences:80251", author = "Tarek Abdel Azim Ahmed and Eman Sarhan Shaker", title = "Website Evaluation of Travel Agencies Class A in Saudi Arabia and Egypt Using Extended Version of Internet Commerce Adoption Model: A Comparative Study", abstract = "This research aims to explore how well the extended model of internet commerce adoption (eMICA) model is often used to determine the extent of internet commerce adoption in the travel agencies sector in both Egypt and Kingdom of Saudi Arabia (KSA). The web content analysis method was used to analyze the level of adoption of Egyptian travel agencies and Saudi travel agencies according to data immensely available on their websites. Therefore, each site was categorized according to the phases and levels proposed. In order to achieve this, 120 websites were evaluated by the two authors over a three-month period, from August to October 2020, and then categorized according to the phases and levels of (eMICA). The results show that there are deficiencies in the application of the eMICA model by both KSA and Egyptian travel agencies, generally, updating their websites, the absence of quality certification, offering secure online payment, virtual tours, and videos using Flash animation. In general, the Egyptian companies slightly outperformed the KSA ones in applying eMICA model.
", keywords = "e-commerce, eMICA, Internet marketing, travel agencies, websites.", volume = "15", number = "4", pages = "298-9", }
