Drivers of E-Business Diffusion in Tourism: A Decision Tree Approach

Biljana Rondovic, Tamara Djurickovic, Ljiljana Kascelan
2019 Journal of Theoretical and Applied Electronic Commerce Research  
The aim of this paper is to examine the individual and interactive influence of organizational, technical and environmental factors on the diffusion of e-business in Montenegrin tourism organizations. In accordance with this goal a decision tree method is used in this paper. The results showed that organizational factors have the highest individual impact on e-business diffusion and that there is a strong interactive influence of organizational, information technology integration and external
more » ... pport factors. The obtained results provide important information for management and decision-making in conditions when diffusion of information technology innovation needs to be accelerated in such a way that instead of influencing only one group of factors, it affects several factors simultaneously which, in interaction with one another, lead to a greater degree of e-business diffusion.
doi:10.4067/s0718-18762019000100104 fatcat:sdcmj75f4reybeqwmdv2wduqne