TECHNOLOGY FOR BUSINESS

Supporting Industries as a Main Driving Force for E-commerce

Adoption in Saudi Arabia

Hani Brdesee, Brian Corbitt and Siddhi Pittayachawan

School of Business IT and Logistics, RMIT University, Bourke Street, Melbourne, Australia

Keywords: Technology, e-Commerce, Adoption, Tourism, Saudi Arabia, Supporting Industries.

Abstract: Using a qualitative approach, this study examines e-Commerce adoption in the Saudi tourism industry. The

research concerns factors that impact of tourism firms moving their sales online. The study’s findings

suggest a relationship between the competency of Saudi’s ICT supporting industry, and the level of

e-Commerce integration in the tourism industry. Further, assumptions of global e-Commerce regarding the

acceptance of universal payment systems and the intention of firms in pursuing a strategy of e-Commerce

may not be valid for some developing countries. The conclusion from this study is that assumptions

underpinning global e-Commerce are based on the practices of developed economies and are not yet

sufficiently flexible to accommodate elements of difference, as described by this Saudi study.

1 INTRODUCTION

Communications are the lifeblood of business, and

the last decade saw widespread adoption of

interlinking technologies as governments and

industry explored concepts in networking the

previous stand-alone operations, (Laube and

Zammuto, 2003). The advent of internet browsers

and communication infrastructure facilitated the rise

of electronic commerce transactions (Turban et al.,

2008). e-Commerce is a constituent of the wider

term e-business; the former referring to trading

products or services via the internet, whilst the latter

comprises all communications, collaboration and

transactions between parties through the internet

(Laudon and Traver, 2009). Thus e-commerce may

be regarded as a commercial conceptualisation that

exploits the internet and its supporting electronic

infrastructure (Shareef et al., 2009).

Online retailing is now an attractive and cost-

effective means for start-ups or smaller firms to

access new customers (Malhotra and Malhotra,

2006). Internet trading allows 24-hour access of

products or services, eliminating communications

delays and leading to higher business transaction

speed (Laudon and Traver, 2009, Schneider, 2008).

Productivity with e-Commerce is enhanced for all

organisations, private and public sectors, through

maximising sales or public services, and minimising

costs (Chaffey, 2002).

Not all businesses adopt e-Commerce; some

avoid it completely whilst others use part of the

infrastructure and, with time, increase their IT-based

functionality (McKay and Marshall, 2004). Theorists

identify behaviours that lead to adoption or refusal

of new technology, (Davis, 1989; Venkatesh et al.,

2003). Findings identify organisations that rely on

technology as the acceptance driver, whilst others

consider organisation or external technology

readiness as the acceptance motivation factor or

factors (Molla and Licker, 2005; Selim, 2008).

2 LITERATURE REVIEW

Researchers explore the acceptance rate for new

technologies through theoretical modelling.

Innovation diffusion theory is routinely used in

empirical studies to provide a structure for testing

technology adoption variables (Marez and Verleye,

2004; Troshani and Doolin, 2007).

In the theory of reasoned action, an individual’s

action is determined by the behavioural intention to

act, (Ajzen and Fishbein, 1980). The theory of

reasoned action posits that beliefs and evaluations

determine attitude, normative beliefs and motivation

to the subjective norm. It was later used in the

development of the Technology Acceptance Model

175

Brdesee H., Corbitt B. and Pittayachawan S..

TECHNOLOGY FOR BUSINESS - Supporting Industries as a Main Driving Force for E-commerce Adoption in Saudi Arabia.

DOI: 10.5220/0003448401750180

In Proceedings of the International Conference on e-Business (ICE-B-2011), pages 175-180

ISBN: 978-989-8425-70-6

 2011 SCITEPRESS (Science and Technology Publications, Lda.)

(TAM) (Legris, Ingham and Collerette, 2003). TAM

posits that perceived ease of use and perceived

usefulness are important factors in explaining ICT

systems’ usage; that is, the degree to which a person

believes that using a technology will save effort.

Empirical studies find that perceived usefulness, not

perceived ease of use, is positively related to

behavioural intentions to use an IS or ICT

application (Chau, 2002; Hu et al., 1999). Venkatesh

et al., (2003) formulated the unified theory of

acceptance and use of technology (UTAUT).

Researchers subsequently successfully tested the

unified model (Shaobo and Gang, 2008; Wills, El-

Gayar and Bennett, 2008). However, scholars find

that technology adoption theories and models such

as TAM should focus on individuals’ behaviour, not

the behaviour of an entire organisation (Liao et al.,

2008; Suebsin and Gerdsri, 2009).

The tourism industry comprises several

interrelated sub-sectors such as travel agents,

airlines, hotels, car rental agencies and tour

providers. The firms of these sub-sectors are bound

to accept change through market pressures such as

competition, customer demand and technological

change. Researchers consider industry factors and

environmental conditions as the drivers for change,

not necessarily the behaviours, norms, and beliefs

that come from individual, organisational or national

culture. There is a continuum of industry-based

factors, such as strategic positioning, supply chain

logistics and information-sharing, that motivate the

organisations to respond to technological change

(Molla and Licker, 2005; Piris, Fitzgerald and

Serrano, 2004). An extended e-Commerce adoption

model proposed by Molla and Licker (ibid.)

considers the relevant contextual and organisational

factors that can affect e-Commerce adoption in

developing countries. The perceived e-readiness

model (PERM) comprises two constructs, first,

perceived organisational e-readiness (POER), and

second, perceived external e-readiness (PEER). Each

construct includes factors that impact the

organisation’s initial e-Commerce adoption. The

study finds that the majority of these factors provide

meaningful predictors of e-Commerce adoption.

3 STUDY CONTEXT

This study examines a global phenomenon of trade

and technology from a standpoint of a commercial

environment which is steeped in its own traditions

and thus very different assumptions emerge. The

contextual discussion places this research in Saudi

Arabia undergoing great change, and draws from

this aspect of Saudi practices that may affect the

outcomes of the research.

Of primary importance to Saudi Arabia is an

effective ICT infrastructure and the Ministry of

Communications and Information Technology

(MCIT) role is to develop the country’s ICT services

for economic and social development (MCIT 2007).

E-readiness, as the Economist Intelligence Unit

defines it, is “the measure of a country’s ability to

leverage digital channels for communication,

commerce and government in order to further

economic and social development” (EIU 2009).

Saudi Arabia is ranked 46th from a total of 70

countries, having an e-readiness level of 5.23 from a

maximum of 10, considered a reasonable acceptance

of new technologies (Aldogily, 2009; Almoteri,

2009).

Saudi Arabia accounts for some 40 per cent of

ICT spending in the Gulf region (BMI, 2009). The

country is therefore a maturing market for ICT;

however, it has a fast-growing population and

demand for new technological solutions.

Liberalisation and competition in the telecom sector

will increase domestic ownership of computers and

smart phones.

There are several financial organisations,

including Alrajhi Bank and Alahli National Bank,

that offer online payment systems through debit

cards and the interest-bearing Visa and Master Cards

for those willing to use them for international or

non-Arabic transactions (Alriyadh, 2007).

Islam provides the traditional reason for visitors

to come to Saudi Arabia for pilgrimage. The

pilgrimage involves bookings for travel, food and

lodging. Further, there are places of antiquity and

religious devotion in this vast area, and pilgrims may

take the opportunity to visit traditional sites whilst

they are in Saudi Arabia.

Saudi Arabia is a stable centre for religious,

traditional and adventure visitors. Key tourist areas

include coastal areas, areas of natural beauty and

historical sites. It annually hosts some sixteen

million domestic tourists and seven million

expatriate tourists, besides the five million pilgrims

(Seddon and Khoja, 2003). Further, domestic

tourism is also a government target, as three-quarters

(76%) of Saudis holiday outside the country,

spending about $US6.5 billion each year (Middle

East Business Intelligence 2001).

Globally, tourism continues to grow and the

travel industry is swift to adopt technology to

facilitate growth (Ahmed, Zairi and Alwabel, 2006).

This impacts the Saudi tourism industry, which must

adapt to meet the competition from a global tourism

industry that is effectively online and will absorb

ICE-B 2011 - International Conference on e-Business

176

their clientele over time.

4 RESEARCH METHODOLOGY

This study tested the principles in the UTAUT

model and the related organisational and external

factors from the perceived e-readiness model. These

theories provide an integrated framework for

identifying factors concerning tourism

organisations’ adoption of e-Commerce for

marketing. This research used a qualitative research

method to understand the beliefs and attitudes of

leaders of Saudi tourism organisations regarding

their adoption of e-Commerce (Neuman, 2003).

Participants to the study were selected from the

tourism. The interview questions addressed adoption

of e-Commerce, whether the organisation was

prepared to adopt internet trading, and the

opportunities and issues that the interviewee

envisaged regarding e-Commerce for Saudi Arabia.

Jeddah is the tourism gateway for Saudi Arabia,

and the city’s travel industry. Twenty firms were

selected across the range of the travel industry.

Industrial sectors were reflected in participant firms

trading in accommodation, air travel, events and

attractions, and there were five firms offering some

religious travel and four travel agents. The data were

collected by semi-structured interviews to capture

the practices, views and intentions of tourism

industry leaders in Saudi Arabia regarding e-

Commerce. Information collected from the study

participants was coded for common themes for

comparison with the literature. Using interpretive

analysis, the data were examined for a general sense

of how e-Commerce is used or accepted in Saudi

tourism organisation based on the research question.

Each quote was classified under two main

categories: emergent or preset category.

5 DISCUSSION

The overall indicators for e-Commerce usage in the

Saudi tourism industry were that, in common with

national retailers, the majority of participants (10)

were not fully engaged in e-Commerce. There was

some use of websites for bookings, and ICT was

used for business-to-business transactions. An

airline representative was the sole adopter of e-

Commerce to consumers. For tourism organisations

contemplating moving business online, issues

regarding ICT infrastructure and the standard of

local providers were a priority. Respondents to the

study said that secure online financial support from

the local banks was not sufficiently robust to

encourage full online funds processing; other

comments were that regional web developers did not

understand the travel industry and that they were

indifferent to sales promotion opportunities; the

industry representatives were not convinced of the

capacity and commitment of these firms. For web

design, interviewees preferred freelance or global

providers.

Substandard regional ICT infrastructure

impacted the tourism industry and its ability to

compete in the online commercial environment.

Organisations could not prosper without support,

and this was the main argument of the participants.

Participants said that they did not see progressive

ICT organisations within the country that could

guide them to e-Commerce innovation and

infrastructure; nor could they envisage support for

even lesser technologies.

Whilst tourism firms could access global e-

Commerce support, the largest travel contingent, the

pilgrims of Hajj and Umrah, is complex in its

logistics and process. Although parts of the Hajj

package were conducive to online sales, such as air

transport and to a certain extent accommodation,

pilgrims required a full religious and travel service

and this involved both the public and private sector

working in concert to deliver to millions of religious

travellers from many countries.

The absence of dependable local e-Commerce

providers does not prevent Saudi tourism firms

seeking innovation. Thus, travel agencies and

tourism organisations use international providers.

One participant, P4, had experience with several

Saudi travel agencies, and was knowledgeable about

the technology limitations in the country He formed

a partnership with an Indian provider:

Furthermore, the web developers, programmers

and designers who work for the local firms are

expatriates. As the majority are not fluent in Arabic,

the resultant websites are not sufficiently attractive

to induce customers to buy. To surmount this issue,

P5 said that his corporation had developed its online

booking website in Canada; however, those who

produced the website had an Arabic background.

Whilst the larger firms of some participants were

knowledgeable in global outsourcing for their ICT

needs, smaller organisations may not be able to do

so. There is thus an opportunity for Saudi

entrepreneurs to access tailored ICT capability from

global providers and distribute it to the local market.

P11 supported this initiative, questioning the lack of

interest in international firms to access the large

available Saudi market.

Other interviewees mentioned the high cost of

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Arabia

177

local ICT providers in implementing full e-

Commerce successfully. However, P6 suggested that

Saudi organisations may bypass local ICT issues by

using common facilities, mentioning an international

online booking service as an example. An Arab

website could be available to local tourism

organisations to upload their packages and prices.

The main barrier against a common online Saudi

booking provider such as P6 suggests is the lack of

information produced by the industry. The

participants noted that any booking portal cannot

operate without reliable information and

performance guarantees. P4 commented on the

success of international online booking providers,

noting that the depth of information from their

global networks is the driver of their success. P2

said that his organisation’s adoption of virtual

marketing had to be superior to that available in the

local and even the global market. Participants

frequently stated that it is not enough to engage an e-

Commerce provider, if such were available, but that

the provider had to understand the tourism industry

to the extent that it could be marketed well online.

One other issue was the selection of the

outsourcing ICT sector. Some participants preferred

the generic, off-the-shelf solution, as their

management considered that this form of e-

Commerce solution minimised risk of failure and

was cost-efficient. Other participants preferred

customised systems, or purpose-built solutions. The

third group preferred proven freelancers, as they

were disinclined to approach the industry leaders.

Further, as noted, the last group used global web

developers quite successfully. For all groups,

participants were not confident that their providers

could take their online presence to the next step for

e-Commerce.

From the hotel management’s point of view,

successful online booking websites are now well-

developed and stable, so that they do not need

further booking enhancements. P3’s organisation, a

chain of Saudi hotels, had tested two customised

booking systems offered by local providers. Neither

was satisfactory and a global provider was later

appointed to implement the service. The interviewee

said that the disappointing experience of the local

providers and the greater complexity of the e-

Commerce applications would lead preferences to

global providers for their proven e-Commerce

systems.

e-Commerce presents challenges for tourism

industry members who prefer not to depend on

intermediaries, or wholesalers, to sell their services.

However, to sell directly to consumers some

companies prefer to work with freelancers who can

develop a specialised system to meet client needs.

Frequently, the decision to use freelancers is based

on competency and value for money. The general

opinion of the participants, and thus the Saudi

tourism industry, was not complimentary towards

their local ITC providers.

Participant P3 was the hotel chain representative

and, as noted, accepted a booking system by a local

ICT provider for testing. The provider installed the

demonstration system for staff to load and trial;

however, the test was disappointing due to the

transactions speed.

The competency standard of the local ICT

industry support is perhaps the greatest barrier to

tourism development for Saudi Arabia. It is not at

issue whether the industry should be online – all

tourism members must use ICT to communicate

throughout the industry, even if they cannot fully

reach their customers through the internet. It is not

sufficient for travel agencies to prefer shopfront

sites; the proliferation of travel-related experiences

in Saudi Arabia alone means that the most expert

travel agents cannot access the information

necessary to serve a client’s interests without ICT,

even if it is the most basic of technology, a

telephone.

Participants commented upon the cost of the ICT

providers. As noted, there was reluctance by the

sophisticated participants to employ local ICT

support firms due to a perceived lack of competence;

however, cost for these services was a separate

issue. Participants linked the size of their business to

their ability to justify the outlay for elaborate

websites and online services. Small and medium

sized organisations were not able to afford high cost

e-Commerce solutions.

However, an online presence could reach more

potential customers through website portals, that is,

a tourism organisation could join a travel provider to

market their services. This reduced the cost of either

purchasing ICT services or establishing a unique

website. P6’s organisation used an online portal,

Yosr, which assists many Hajj providers to organise

their client travel data from pilgrim registration to

the finish of the Hajj rituals. The annual cost of the

portal is reasonable because development costs are

shared by the Hajj travel providers. Participants also

linked quality with cost, as higher quality deserves

higher value.

To adopt e-Commerce, online payment is

another issue for tourism organisations in Saudi

Arabia. All participants mentioned the importance of

the payment channels on the internet.

There were statements to the effect that the local

banking institutes do not allow payment providers to

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be connected with e-Commerce websites. Participant

P4 argued that there can be no e-Commerce without

online payment, and these services were not

available within the Saudi financial industry. The

interviewee noted the perceived risk of online

financial transactions with global payment engines.

The participant illustrated this by referring to a

colleague. That person started the business via an

online booking site and contracted with a foreign

online payment provider. The business prospered for

the first few months, and then the payment provider

was asked for the resultant funds. The provider had

disappeared and the matter amounted to fraud.

Similar anecdotes affect the attitude of business

owners toward online commerce who return to the

local financial industry for assistance.

P2 concurred in this view of global finance

managers regarding online services. Regulatory and

logistical restrictions on funds flow between tourism

industry stakeholders: customers, banks and the

tourism industry are further barriers to e-Commerce.

There was a suggestion that a local bank offers a

link to online payment; however, it was not well

publicised.

Although some participants knew about Saudi

online payment providers, there was evidence of

perhaps limited availability of payment online

available from local providers. This is requisite for

e-Commerce. As an example, P5 could not envisage

a problem linking to Saudi online payment

providers, to the extent that his firm was moving

entirely online, with no other transaction channel.

Finally, P10, the airline representative, praised a

Saudi provider of online payment, Sadad. Sadad was

a recent online payment option available to citizens

to facilitate all their financial transactions, including

bills, fees and online tickets, as e-Commerce from

their home computers or mobile devices, or ATM

machines. To date, it is difficult for all tourism firms

to utilise two Saudi banks and Sadad; these

organisations do not promote their services to all

tourism organisations. This makes the adoption of e-

Commerce difficult for these organisations.

6 CONCLUSIONS

From the analysis, the advantages of e-Commerce

are evident to Saudi tourism industry firms. There

are several factors affecting e-Commerce adoption;

however the quality of ICT supporting industries

were of the most concern. The tourism industry

needs efficient support from ICT providers to

practice e-Commerce. Whilst the tourism industry

professed indifference to the global or local

ownership nature of the ICT providers, the findings

were that the local providers present a lesser service

quality than the international firms. Further,

although local ICT providers, particularly website

developers, were considered substandard, their costs

were significantly higher than that of the global

market for a particular service. Cost of e-Commerce

implementation was an issue for the tourism

industry, which was resisting government

encouragement to move Hajj and Umrah bookings

online. None of the tourism organisations used

global payment methods which concerned potential

interest payments, as these were contraindicated

given the nature of much of their business.

The conclusion from this study is that

assumptions underpinning global e-Commerce are

based on the practices of developed economies and

are not yet sufficiently flexible to accommodate

elements of difference, as described by this Saudi

study. Global assumptions of acceptable payment

systems, the relative strength of the ICT industry to

support e-Commerce, and firms’ intentions

regarding e-Commerce are not necessarily valid for

developing countries.

Whilst there are social and legal issues regarding

Saudi online trading, findings show that the state of

the ICT industry in Saudi Arabia significantly

impacts e-Commerce for the nation. Thus the

necessity of managing up to four million people for

Hajj requires a reliable and competent ICT support

industry. This study can initiate further research in

the strength of the ICT support industry and other

factors concerning e-Commerce for developing

countries.

ACKNOWLEDGEMENTS

This research is part of PhD thesis by the main

author under supervision of two supervisors at

RMIT University, Melbourne, Australia. The main

researcher’s study is affiliated by King Abdulaziz

University, Jeddah, Saudi Arabia which is

represented by the Saudi Arabian Cultural Mission,

Canberra, Australia. The authors would like to thank

the participants who added to the study all the sense

of context.

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