E-Business Readiness, Intensity, and Impact: An Austrian Destination Management Organization Study

The majority of today’s information and communication technology (ICT) impact studies disregard infrastructural, organizational, and environmental factors typically responsible for successful e-business adoption and use. This article proposes an empirical approach that shows how the mentioned factors determine both e-business adoption and the impact of information and communication technologies. The research framework is based on E. Rogers’ Innovation Diffusion Theory and is tested with survey data gathered in the Austrian destination management organization sector. By referring to K. Zhu and K. L. Kraemer’s (2005) e-business impact model, the proposed approach explicates how the use of e-business applications may positively affect the performance of tourism organizations. Online survey data are analyzed through a linear structural equation modeling approach.