| Abstract: | This study investigates the factors influencing the adoption of information technology (IT) in the hotel industry, specifically in Morocco, a developing country. Our research model incorporates the following four constructs: organizational characteristics, individual characteristics, perceived benefits, and external factors. For this aim, a questionnaire was developed and sent to the general managers of hotels in Morocco to collect data and verify the research hypotheses. A sample size of 233 hotels and riads was used. The hypotheses were tested using a partial least squares approach. The results of the analysis reveal that external factors (i.e., competitive pressure, customer pressure, supplier pressure, and government support) have the strongest effects on the adoption of IT, the individual characteristics and the benefits that hotel managers perceive they will get from IT adoption are also important, while the organizational characteristics have no significant impact. The theoretical and managerial implications of these results are discussed. |
