Big Data in Egyptian Travel Agencies: Enabling Factors (TOE), Adoption Readiness and Adoption Intention

Abstract

One of the most crucial technologies in use today is big data (BD) technology, as decision-makers must base their decisions on the most recent insights and market trends. This study focuses on assessing the readiness of travel agencies in Egypt to adopt BD technology, along with measuring the effect of TOE factors on the readiness of travel agencies to adopt BD, in addition to the effect of BD adoption readiness on the intention to adopt it. To measure the causal relationships among variables, the quantitative method was employed in this study. A structured questionnaire was distributed to a representative sample of 278 Egyptian travel agencies, which were selected using a simple random sampling technique with a response rate of 80.5%. The validity of the measurement model is achieved through convergent and discriminant validity. According to the findings, 90% of respondents agree and strongly agree that Egyptian travel agencies are ready to adopt BD. Furthermore, the TOE factors have a significant positive effect on Egyptian travel agencies' adoption readiness of big data, and BD adoption readiness has a significant effect on future intentions to adopt BD technology. The findings add new empirical findings and evidence regarding Egyptian travel agencies' readiness to adopt BD and their intention to do so. Furthermore, the research provides implications to pave the way to achieve the maximum benefits of BD technology by travel agencies in particular.