Tourism Managers’ Adoption of Marketing Decision Support Systems

Abstract

This article draws on a survey among tourism managers located in 30 different European countries to explain key factors affecting the success of an Internet-based marketing decision support systems. A structural equation model that extends the generally accepted Technology Acceptance Model is proposed and tested to assess the relationships among the following constructs: experience, task-related factors, user attitude, perceived ease of use, perceived usefulness of the system, and actual use behavior. The results indicate that the actual use of the system is strongly dependent on perceived ease of use and perceived usefulness. The study also revealed a statistically significant relationship between the user’s experience and his or her attitude of information technology in general. In addition, a strong influence of the complexity and the time pressure experienced in the work environment on perceived usefulness was observed. Implications focus on user support, especially more detailed information on system content and functionality.