Individual-Level Determinants of ICT-Adoption and Utilisation in Micro, Small, and Medium-Sized Tourism Enterprises
Moshi Co-operative University, Moshi, Tanzania
How they used Delve
Researchers at Moshi Co-operative University in Tanzania used Delve to transcribe-and-code ten key informant interviews for the qualitative arm of a mixed-methods study of ICT adoption among small tourism enterprises, pairing the themes with a regression analysis of 205 questionnaires.
“Qualitative data were collected via KIIs using a structured interview guide to capture in-depth insights into ICT adoption, market trends, and regulatory factors. Interviews were transcribed, coded using Delve software, and analysed thematically.”
- Field
- Information systems and small-enterprise development; ICT adoption among micro, small and medium tourism enterprises in Tanzania
- Data
- Ten key informant interviews conducted with a structured interview guide covering ICT adoption, market trends and regulatory factors, alongside 205 structured questionnaires from a stratified sample of micro, small and medium tourism enterprises
- Approach
- Mixed methods: 205 structured questionnaires on five-point Likert scales analysed with descriptive statistics and multiple linear regression (VIF and tolerance checks reported), alongside thematic analysis of ten key informant interviews transcribed and coded in Delve, with coded quotes presented against themes such as cost-related constraints
- Data types
- Interviews, Open-ended survey responses
Abstract
In Micro, Small, and Medium Tourism Enterprises (MSMTEs), strategic decisions are largely shaped by the personal attributes, perceptions, and behavioural tendencies of owners or managers. Despite the growing criticality of Information and Communication Technologies (ICTs) for competitiveness in the tourism sector, limited research has examined how individual-level factors influence ICT utilisation in developing economies. This study addresses this gap by applying and extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) to explore how perceived trustworthiness (privacy and security), perceived behaviour (habit and attitude), and perceived price value affect ICT utilisation among MSMTEs in Moshi Municipality, Tanzania. A cross-sectional mixed-methods design was employed, collecting quantitative data from 205 MSMTEs through structured questionnaires and qualitative insights from ten key informant interviews. Multiple regression analysis revealed that the model accounted for a substantial proportion of variance in ICT utilisation (R² = 0.736). The findings underscore the pivotal role of trust, behavioural patterns, and cost considerations in shaping digital adoption decisions among MSMTE owners. By integrating perceived trustworthiness into the UTAUT2 framework within a tourism MSMTE context, this study makes a novel theoretical contribution and offers practical guidance for policymakers, technology providers, and MSMTE stakeholders seeking to enhance ICT adoption in developing economies
Citation
Adinani Sued, Emmanuel Elioth Lulandala, Baltazar M.L. Namwata (2025). Individual-Level Determinants of ICT-Adoption and Utilisation in Micro, Small, and Medium-Sized Tourism Enterprises. East African Journal of Social and Applied Sciences. https://doi.org/10.63444/m5wzx915