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A Study of Small and Medium Tourism Enterprises (Smtes) in Mauritius and Andaman Islands, India

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A Study of Small and Medium Tourism Enterprises (Smtes) in Mauritius and Andaman Islands, India E-MARKETING MOTIVATORS, INHIBITORS AND CRITICAL SUCCESS FACTORS: A STUDY OF SMALL AND MEDIUM TOURISM ENTERPRISES (SMTES) IN MAURITIUS AND ANDAMAN ISLANDS, INDIA ‘fflieszls sulimittezf to Coc/iin University of Science and Tecflnofogy in partiaffizlfifment of tfie requirements for the awardqft/ie degree of q)oct0r qf<Pliilbsop/iy ‘Under t/ie Taculiy Qf Sociaf Sciences @y S. VICTOR ANANDKUMAR (Reg. No. 2580) under t/ie supervision of \,\ p.ARv J L 0*, 1.) Dr. C. A. FRANCIS Q» ~\ Q Professor, School of Management Studies QH. C3 '7! ‘*5 \""Q/v1vrns\\‘ Q SCHOOL OF MANAGEMENT STUDIES COCHIN UNIVERSITY OF SCIENCE AND TECHNOLOGY COCHIN 682 022. INDIA November 2007 /6500 vs}; a Q//. 620 / $5.9‘, ‘U Declaration I hereby declare that this thesis entitled ‘E-marketing motivators, inhibitors and critical success factors: A study of small and medium tourism enterprises (SMTEs) in Mauritius and Andaman islands, India’ submitted to Cochin University of Science and Technology for the award of the degree of Doctor of Philosophy under the Faculty of Social Sciences, is a record of bona fide research work done by me under the supervision of Dr. C. A. Francis, Professor, School of Management Studies, Cochin University of Science and Technology. It has not formed the basis for the award of any Degree/ Diploma/ Associateship/ Fellowship/ any other similar title or recognition. 4%/1. c»>\~..,gn . - S. Victor Anandkumar Cochin November 20, 2007 ii Certificate This is to certify that the thesis entitled ‘E-marketing motivators, inhibitors and critical success factors: A study of small and medium tourism enterprises (SMTEs) in Mauritius and Andaman islands, India’ submitted to Cochin University of Science and Technology for the award of the degree of Doctor of Philosophy under the Faculty of Social Sciences, is a record of original and bona fide research work done by Mr. S. Victor Anandkumar during the period 2002-07 under my supervision and guidance. The thesis is worthy of consideration for the award of the degree of Doctor of Philosophy in Social Science of the Cochin University of Science and Technology. / Dr. C. A. FRANCIS Professor, School of Management Studies Cochin University of Science and Technology Cochin — 682 022 Cochin November 20, 2007 iii Acknowledgements ‘lfyou ever see a turtle on a fence post, you can be sure it did not get there by itself’ (Alex Haley in Roots, 1976) Many people have generously contributed time, guidance, encouragement, information and assistance to this research and I am indebted to all. My special gratitude goes to my supervisor, Dr. C. A. Francis for valuable insights into managerial research and for guidance, encouragement, patience and friendship throughout this research. Dr. Mary Joseph, Director and her team (of very scholarly academics and efficient support staff) at the School of Management Studies (SMS), CUSAT offered me constant support, constructive criticism during the pre-submission seminar and cordial reception every time I stepped into SMS building. I am grateful to each one of them. In particular, my doctoral committee member, Dr. Moli P. Koshy, offered timely advice and help. Dr. Manoj Edward was a real ‘big brother’ having travelled this ‘research road’ before. My academic and administrative colleagues in the Department of Management Studies, School of Management, Pondicheny University gave me their unfailing support and generous help in sharing my academic workload. My boss, Dr. Basheer Ahmed Khan was a great well-wisher all through this research. Dr. Uma Chandrasekaran played a great role in me ending up at CUSAT for this Ph.D. Her dissertation offered me a challenging benchmark. My students showed me empathy (for being on the same ‘student’ boat) and cheered me. Thanks everybody at DMS-SoM, PU! I am grateful to my Mauritian friends for giving me a ‘home away from home’. In particular, Dr. Roubina Juwaheer at the University of Mauritius, Mr.Haldar and Mr.Moonegadoo at the Mauritius Tourism Promotion Authority and Mr.Moongroo of the Association of Small and Medium Hotels in Mauritius iv were very helpful. Mr.Kyong-F a and his wife, Roubina helped me with the French translation of the questionnaire. Merci beaucop! The Directorate of Tourism, Andaman and Nicobar Islands and Mr.Rajesh (World Vision, Port Blair) offered timely assistance in the data collection process. I am thankful to them. I thank Dr. Om Gupta (Prairie View A&M University, Texas), Conference Chair, Association of Indian Management Scholars (AIMS) Int’l Conference, \ 2006 and Dr. Prithvi Yadav and Dr. Venkatramana, (Indian Institute of Management, Indore), AIMS Conference Doctoral Track Chairs for their questions, answers and critique during the Doctoral paper competition. My family as well as my close friends (in particular, Dr. Bushan Sudhakar and Dr-to-be. Hyeong Deug Kim) stood by me, prayed for me and encouraged me at all times. My parents’ expectations were always a huge motivating factor in my life. Oh, how can I forget the role played by PUEU group back in Pondicherry during these five years! Thanks, folks! My Lord Jesus gave me physical and mental strength to do this research. But for His grace, I would have never reached this far in life. Thank You, Lord! IfI have forgotten to mention anyone here, it must be to do with my middle-age memory and not my grateful heart. Am feeling like the turtle mentioned earlier And finally, this research is dedicated to my wife, Delcy and our son, Roshan for their understanding, patience, love and confidence in me. Love you, Dels and Kutty. Now on I will be home early. Cochin - S. Victor Anandkumar November 20, 2007 V TABLE OF CONTENTS N 0. TOPIC PAGE N0 Declaration of authorship ii Certificate of authorship iii Acknowledgements iv Table of contents vi List of tables X111 List of figures XV CHAPTER I INTRODUCTION 1 . 1 . Introduction 1 1.1.1. The Internet impact on business 1 1.1.2. The Internet impact on marketing 2 1.1.3 The Internet and tourism industry 3 1.1.4. Tourism in developing countries 5 1.2. Statement of the problem and research 6 framework 1.2.1. Why study the small and medium tourism 9 enterprises? 1.2.2. Rationale and significance of the study 10 1.2.3. Expected contributions of the study 12 1.3. Scope of the study 13 1.3.1. Location and study area definition 13 1.3.2. Sample and respondent selection 14 1.4. Objectives 15 1 .5. Hypotheses 16 1.6. Research methodology 16 V1 1.6.1. Data and sources 1.6.2. Sampling description 1.6.3. Period ofthe study 1.6.4. Data analysis and statistical tools used 1.7. Operational definitions 1.8. Limitations of the study 1.9. Brief review of literature 1.9.1. Internet and marketing 1.9.2. Internet and tourism 1.9.3. Tourism and e-marketing 1.9.4. SMTEs and e-marketing 1.9.5. Tourists and e-marketing 1.10. Structure of the Thesis CHAPTER II THEORETICAL AND CONCEPTUAL FRAMEWORK 2. 1 . Introduction 2.2. Characteristics of the Internet 2.3. The Intemet influence on the marketing function 2.4. E-marketing: pros and cons 2.5. Product characteristics and e-marketing suitability 2.6 Tourism and Intemet: Made for each other 2.6.1. Tourism - an information product and a ‘confidence good’ 2.6.2. Benefits of e-tourism 2.7. The Intemet impact on the tourism industry structure V11 2.7.1. Tourism market structure and stakeholders 2.7.2. Tourism distribution systems 2.8. Small and Medium Tourism Enterprises 2.8.1. Prominence of SMTEs in the tourism industry 2.8.2. Marketing and SMTES 2.8.3. E-marketing drivers 2.8.4. ICTs for SMTES 2.9. Evaluation of tourism websites 2.9.1. Website evaluation frameworks 2.9.2. Trade-offs in website design 2.10. The Intemet influence on the tourists 2.10.1. Profile of the online tourist 2.10.2. Online search and shopping motivators and inhibitors 2.10.3. Online tourist behaviour 2.1 l. Chapter conclusion CHAPTER Ill METHODOLOGICAL DESIGN AND FRAMEWORK 3. 1 . Introduction 3.2. Research hypotheses 3.3. Research design 3.4. Sources of data 3.5. Methodology for Part I 3.5.1. Research instrument 3.5.2. Survey of SMTE e-marketing decision-makers 3.5.3. Duration of the study viii 3.5.4 Sampling plan 3.5.5 Inclusion and exclusion criteria 3.5.6 Sample size 3.5.7 Data analysis and statistical tools 3.6. Methodology for Part II 3.6.1 Research instrument 3.6.2 Observation of SMTE websites 3.6.3 Duration of study 3.6.4 Data analysis and statistical tools 3.7. Methodology for Part III 3.7.1 Research instrument 3.7.2 Survey of SMTE tourists 3.7.3 Duration of the study 3.7.4 Sampling plan 3.7.5 Inclusion and exclusion criteria 3.7.6 Sample size 3.7.7 Data analysis and statistical tools 3.8. Chapter conclusion CHAPTER IV FINDINGS AND ANALYSIS 4.1. Introduction 4.2. Objective 1: SMTE characteristics 4.2.1 Tourism product category 4.2.2 Sales turnover 4.2.3 E-marketing tenure 4.2.4 E-marketing payoff 4.2.5 E-marketing activities 4.2.6 Customer profile ix 4.2.7. Objective Ia: E-n1arketing motivators and inhibitors 4.2.8. Objective 1 b: First mover advantage among e—marl<eters 4.2.9. Objective Ic: Online search and shopping motivators and inhibitors 4.3. Objective 2: Critical success factors of e-marketing 4.3. l. Objective 2a: Underlying dimensions of critical success factors 4.3.2.
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