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Presentation
Lessons to be learnt: Cultural means impeding e-commerce adoption in a Saudi industry
International Conference on E-Education, E-Business, E-Management and E-Learning (2013)
  • 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 year and constitutes a highly profitable business which could be further 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.

Publication Date
January, 2013
Citation Information
Hani Brdesee, Brian Corbitt and Siddhi Pittayachawan. "Lessons to be learnt: Cultural means impeding e-commerce adoption in a Saudi industry" International Conference on E-Education, E-Business, E-Management and E-Learning (2013)
Available at: http://works.bepress.com/siddhi/27/