ABSTRACT
The emergence of e-commerce has tourism industry to change its traditional ways through website utilization. Website utilization is one main reason for e-tourism adoption. The purpose of this research is to investigate the influence of Technology, Organization, and Environment (TOE) on e-tourism adoption. In addition, this paper aims to identify the level of website adoption by hotels and travel agencies. Data were collected using online survey questionnaires from 47 tourism companies in West Sumatra, Indonesia. Partial Least Squares (PLS) analysis was conducted to test three hypotheses. The results indicate that the tourism industry in this province is presently at the level of interactive websites. The results also suggest that technology, organization, and environment have a significant effect on the adoption of e-tourism. Further research needs to be conducted to gain better insight into e-tourism adoption.
