C/EI/61. Dissertation. E-Commerce and Chinese Tourism Industry

The dissertation examines the growth of online services in the Chinese tourism industry focusing on the impact of e-commerce on consumer behaviour. Literature is reviewed on the issues of tourism and e-commerce in China, the technology acceptance model (TAM), etc. The methods of research include interviews, observation and questionnaires to understand the factors behind the use of tourism websites and the systems of online hotel room booking in China. Conclusions are made about the adaptation of the Chinese tourist industry to the online environment. Recommendations are suggested to Chinese tourist agencies using online services.