Drivers of Electronic Commerce (e-commerce) among Small and Medium Tourist Enterprises (SMTEs) in Tanzania

Alberto Gabriel Ndekwa

Abstract: The adoption of e-commerce by SME in Tanzania tourism sector remains low. This paper aims at analyzing the drivers of e-commerce among Small and Medium tourist enterprises in Tanzania Southern Highland. The study targeted both the adopter and non adopter of e-commerce where stratified sampling technique was used to ensure fair representation of the sample among SMTEs followed by simple random sampling which was used to draw sample from each strata for data collection. Snow ball sampling technique was also used by asking the SMEs in tourism sector to direct the researcher on where other small tourism enterprises are found. Data was collected using structured questionnaire from 231 respondents in Iringa, Rukwa and Katavi regions. These three regions were selected because of high concentration of tourism activities in Tanzania southern part. Data was analyzed using t-test, Pearson, chi square, One way ANOVA and Binary logistic regression with the help of SPSS version 20 software. Data analysis using One way ANOVA on the drivers of e-commerce reveled that there were significant difference (p

Keywords: Electronic commerce, e-commerce adoption, adopter and non adopter, SMEs

How to Cite?: Alberto Gabriel Ndekwa, "Drivers of Electronic Commerce (e-commerce) among Small and Medium Tourist Enterprises (SMTEs) in Tanzania ", Volume 4 Issue 1, January 2015, International Journal of Science and Research (IJSR), Pages: 2512-2517, https://www.ijsr.net/getabstract.php?paperid=SUB14905, DOI: https://dx.doi.org/10.21275/SUB14905

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