Skip to main content
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 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.
Disciplines
Publication Date
December 1, 2012
DOI
10.7763/IJEEEE.2012.V2.169
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) p. 488 - 492
Available at: http://works.bepress.com/siddhi/59/