E-Business Development and the Factors Affecting of its Application in Hospitality Operations Sustainability

Digital technology has become an essential catalyze for the tourism industry. Digital technology played a significant role in shifting the tourism sector into an impact driven industry. Factors affecting the usage of E-business in the tourism industry have been well-documented in developed countries, but further studies are needed to investigate the usage of E-business in the tourism industry among developing countries. This study aims to identify the level of E-business usage as well as the benefits and barriers of E-business adoption in hospitality operation sustainability among local tourism agencies operating in Melaka. The E-Business Measurement Evolution Model and the quantitative approached was applied for this study. Questionnaires were distributed to the respondents in the form of an online and self-administered questionnaire. Statistical Package for Social Science (SPSS) version 25.0 was used to analyze the data. This study shows that government aims of E-business tourism have not been fully realized. The respondents still perceive the factors of internet fraud and security are a significant issue for E-business usage. Therefore, future research is recommended to provide more insights into the application of E-business tourism in tandem with the government aim of the hospitality operations sustainability Malaysian tourism industry.