Resumen de Factors predicting it acceptance by tourism organizations: Case of hotels located at Agadir City, Morocco
Nowadays, Information Technology (IT) becomes ubiquitous in tourism organizations. Hotels, for example, invest huge amounts in this technology. It plays an important role to promote their touristic offers and facilitates their financial statements. Moreover, It gives tourism professionals and customers an access to desired information in real time. Hence, IT is considered as an important innovation key that could help offering better quality services. This main objective of this communication is to identify factors fostering IT acceptance by tourism organizations. It suggests a model based on Technology Acceptance Model (Davis et al., 1989) extended by an added construct “Image”. Thisconstruct isconsidered as external variable and supposed to enhance IT acceptance. The study was conducted at hotels located in Agadir city, south of Morocco. Furthermore, this communication will generate a useful knowledge on tourism IT acceptance that could help policymakers to succeed tourism IT strategies.
