Abstract
This article reports the outcomes of a study on the nature of the
change process when a regional
tourism network seeks to adopt e-commerce. The study builds on Rogers’
seminal work on the diffu-
sion of innovations and makes a unique contribution to existing ICT
diffusion studies by its focus on
the nature of the network links and by its application of an action-oriented
methodology to untangle
the effects of the embedded network structure. The study suggests
a strong relationship between
diffusion and network positioning, both in terms of place (status
and position in the network) and
space (the geographic make-up of the network). Diffusion additionally
hinged on network cohesion
and actors’ trust in and engagement with the network.
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