Determinants Of Adoption Factors On Search Engine Advertising In Hotel Industry

Lim, Juin Shyen (2016) Determinants Of Adoption Factors On Search Engine Advertising In Hotel Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this research is to study the adoption factors on search engine advertising (SEA) in the hotel industry. The study contributes to the understanding of adoption factors of internet users towards the SEA in Malaysia Hotel Industry. Based on the Theory of Planned Behaviour and Technology Acceptance Model, this research develops a context- specific framework for understanding the factors that influence the adoption of SEA in the hotel industry with the variables of attitude, perceived control, subjective norms, and perceived benefits. The survey data was collected from 617 internet user in Malaysia through the questionnaire distribution and the data were analysed using Statistical Package for Social Science (SPSS) with descriptive analysis, correlation analysis, and regression analysis. The results of the analysis show that among all the variables, the attitude, subjective norms and perceived benefits have a significant impact on the adoption of internet users towards the SEA in the Malaysia hotel industry. The perceived control variable was not significant in influencing the internet users’ adoption of SEA in Malaysia hotel industry. Future research should improve the research by applied the current framework to a different industry, adding the extension variables from Unified Theory of Acceptance and Use of Technology (UTAUT), using mixed method for the research, and comparison the results towards the other countries. The research is an intention to increase the understanding of the importance of search engine advertising strategies to the hotel industry (Academicians). Furthermore, it also helps to build awareness of the benefits of search engine advertising which may enhance the overall business performance in the hotel industry (Industry).

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