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Growing Science » Uncertain Supply Chain Management » Intention to apply e-commerce in marketing communication activities in the supply chain of community-based tourism in Vietnam

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Uncertain Supply Chain Management

ISSN 2291-6830 (Online) - ISSN 2291-6822 (Print)
Quarterly Publication
Volume 11 Issue 3 pp. 1205-1212 , 2023

Intention to apply e-commerce in marketing communication activities in the supply chain of community-based tourism in Vietnam Pages 1205-1212 Right click to download the paper Download PDF

Authors: Nguyen Duc Thang, Truong Duc Thao, Phung Xuan Dung, Bui Cam Phuong, Pham Tran Thang Long, Dinh Van Toi, Vo Thanh Trung, Nguyen Thi Thuy, Bui Phuong Linh

DOI: 10.5267/j.uscm.2023.4.002

Keywords: Supply chain in tourism, Technology acceptance model, e-commerce, Marketing communication, Community-based tourism

Abstract: This study represents a survey data of 466 community-based tourism establishments in the northern provinces of Vietnam such as, Yen Bai, Ha Giang, Tuyen Quang etc., with strongly developed community-based tourism activities based on the technology acceptance model (TAM). The results show that perceived ease of use of e-commerce has a positive and strong impact compared to perceived effectiveness of e-commerce on the intention to apply e-commerce to marketing communication activities in the supply chain of community-based tourism in Vietnam. In addition, if community-based tourism businesses perceive themselves as being modern, it will positively affect the perception of the ease of use and effectiveness of e-commerce, thereby indirectly bringing about a positive impact on the intention to apply e-commerce. Conversely, if they perceive themselves being traditional, it will negatively affect this relationship. Accordingly, this study helps provide practical evidence for promoting the application of e-commerce in tourism in remote, economically difficult areas in Vietnam and elsewhere. Nonetheless, the study remains limited when it has not been done a multi-group analysis to consider different influences of the factors of region, destination characteristics, type of tourism on intention to apply e-commerce for marketing communication activities in community-based tourism establishments.

How to cite this paper
Thang, N., Thao, T., Dung, P., Phuong, B., Long, P., Toi, D., Trung, V., Thuy, N & Linh, B. (2023). Intention to apply e-commerce in marketing communication activities in the supply chain of community-based tourism in Vietnam.Uncertain Supply Chain Management, 11(3), 1205-1212.

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Journal: Uncertain Supply Chain Management | Year: 2023 | Volume: 11 | Issue: 3 | Views: 1014 | Reviews: 0

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