The Impact of Using Electronic Commerce on Hotel Service Market
(Field Study on First Class Hotels in Jordan)
Prepared by: Sami Hamid Al-Sheshani
Supervised by: Dr. Adil Rajab
Co-supervisor: Dr. Salim Safah Al-Own
The Proliferation of the (WWW) gives birth to new phenomena in our daily lives, one of which is e-commerce . E-commerce is commonly defined as transactions between two or more parties through an electronic medium . The volume of the e-commerce market is predicted to grow at a rapid speed , and it is expected to play an important role as the major transaction medium in the digital economy .
This study aims at recognizing the impact of using electronic commerce on hotel service market in Jordan . All first class hotels in Amman were chosen , 12 hotels , as a sample for the study being a representative of the society of the study . To achieve the objectives of this study a questionnaire was developed aiming to measure the impact of using electronic commerce on hotel service market in Jordan , this questionnaire oriented to the specialists who deal with e-commerce issues among the hotels included in this research sample .
This study investigates some variables such as: (increasing the market share and geographical expanding, to evolve hotel service, increasing costs of hotel services, shorten distribution channels). This study consists of five chapters: the first three chapters represent the theoretical aspect; while the fourth and fifth represent the field study. After carrying out the statistical analysis of the collected data , the researcher arrived at the following results:
§ there is a positive relationship between using electronic commerce and increasing of market share and expanding in service market .
§ there is a positive relationship between using electronic commerce and evolving hotel service .
§ there is a positive relationship between using electronic commerce and increasing costs of hotel service .
§ there is positive relationship between using electronic commerce and shorten distribution channels .
Finally, the researcher proposed a group of recommendations most prominent of which are: to direct the consideration of the management toward e-commerce as it is a new way for conducting business and to reach customers and lead them to you , the importance of continually information availability and easy access for information about the services. In addition, the importance of putting into practice pricing policies that in result will boost the roll of the direct distribution channel within the hotel own website. It is also recommended to conduct more studies related to the same subject (e-commerce) and its impact on different economic sectors in Jordan .