Modelling and Comparing Malaysian Hotel Website Diffusion

This study draws upon diffusion modelling, a coupled Bass Rogers model, to examine hospitality website adoption within Malaysia and across countries. The results suggest 38% of Malaysian hotels may never adopt a traditional website. Rather, these hotels may start with new online channels, such as social networking and communities, leapfrogging over those that adopted websites. Across countries, the results highlight the role of innovation and imitation in adopting websites. Malaysian and international chains hotels showed similar adoption related to innovation and imitation. For Swiss hotels, the influence of imitation was much stronger than for Malaysian and international chain hotels.

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