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Article
Lessons to be learnt: Cultural means impeding e-commerce adoption in a Saudi industry
International Journal of E-Education, E-Business, E-Management and E-Learning (2012)
  • Hani Brdesee, RMIT University
  • Brian Corbitt, RMIT University
  • Siddhi Pittayachawan, RMIT University
Abstract

Saudi Arabia is gifted with Hajj & Umrah religious tourism that accounts for 7 million visitors each yearand constitutes a highly profitable business which could befurther enhanced with e-commerce integration. However, despite the availability of technological and financial resources, e-commerce has not been adopted to its full capacity in the Saudi tourism market. This study conducted a qualitative survey among decision makers in the Saudi tourism industry and found that cultural aspects are a significant reason behind the limited adoption of e-commerce. There is a pervasive trust issue with online business with fears about privacy and security compounded by a low level of awareness of e-commerce services as such. It also found that Saudis overall have not developed a comfort level with the procedures involved in online transactions. Also, most Saudi travel agencies are family businesses which in most cases have a risk-averse leadership that likes to stick to the status. The rich and nuanced explanation of these cultural factors in this paper explains how e-commerce usage in Saudi Arabia is lagging behind despite the availability of technological and financial capability.

Keywords
  • E-commerce,
  • cultural means,
  • informationsystem,
  • technology adoption,
  • Saudi Arabia,
  • tourism
Publication Date
December, 2012
Citation Information
Hani Brdesee, Brian Corbitt and Siddhi Pittayachawan. "Lessons to be learnt: Cultural means impeding e-commerce adoption in a Saudi industry" International Journal of E-Education, E-Business, E-Management and E-Learning Vol. 2 Iss. 6 (2012)
Available at: http://works.bepress.com/siddhi/11/