Acta Universitatis Danubius. Œconomica, Vol 13, No 3 (2017)

Abstract

In assessing the impacts of information communication technologies (ICTs) on tourism businesses, this study adopted a case study blueprint, with a questionnaire survey being used to collect data from selected tourism businesses. The respondents rated ICT impacts on tourism on a 5-point Likert scale, with ratings ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5). The results show that the impacts on hotels were perceived as ranging from 4.07 (improved company image) to 4.92 (increased market share), whereas the impacts on bed and breakfast establishments were perceived as ranging from 3.88 (improved company image) to 4.86 (speeded up service). The impacts on travel agents were perceived as ranging from 4.48 (improved service quality) to 4.94 (improved service quality), whereas the impacts on tour guides were perceived as ranging from 4.58 (improved company image) to 4.81 (heightened customer satisfaction levels). The impacts on backpackers were perceived as ranging from 3.78 (improved company image) to 4.75 (increased market share). Since ICT was perceived to impact relatively little on company image improvement, tourism businesses should use such technology to improve company image. The uniqueness of this article lies in it revealing the impacts of ICT on tourism business from an African country perspective.