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ICT (information communication technology), peripherality and smaller hospitality businesses in Scotland

ICT (information communication technology), peripherality and smaller hospitality businesses in... Purpose – The purpose of this paper is to explore the role of information communication technology (ICT) in small rural hospitality businesses. Although ICT is often presented as a means of reducing the impact of being rural, little is known about the extent or level of use of ICT. This paper addresses these issues. Design/methodology/approach – The paper employs both quantitative and qualitative methods to gather and analyse data. The study had two stages: an initial survey to determine the extent and pervasion of ICT; and a second interview stage to explore the role and applications of ICT. Findings – The authors find that 84 per cent of the businesses use ICT effectively, mainly to provide information and improve service quality. In addition, some firms had adopted very successful methods of using the internet for sales and marketing but ignored supply functions. The authors were surprised to find that ICT was seen as a way of enhancing personal service and that rather than a barrier, it was seen to promote quality of service. Moreover the respondents did seem to have used ICT effectively to overcome the disadvantages of location and rurality. Research limitations/implications – The survey was carried out in a single rural environment and this limits its generalisability. Nonetheless, the study develops some interesting issues about the application of ICT in the rural context. Practical implications – The paper identifies the benefits derived from the enthusiasm of some rural business owners. They had recognised the efficacy of computing and can provide lessons in how to apply ICT to overcome distance. Originality/value – The paper addresses a gap in research and offers some insights into the application of ICT in rural areas. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Entrepreneurial Behavior and Research Emerald Publishing

ICT (information communication technology), peripherality and smaller hospitality businesses in Scotland

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References (64)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-2554
DOI
10.1108/13552550810887381
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to explore the role of information communication technology (ICT) in small rural hospitality businesses. Although ICT is often presented as a means of reducing the impact of being rural, little is known about the extent or level of use of ICT. This paper addresses these issues. Design/methodology/approach – The paper employs both quantitative and qualitative methods to gather and analyse data. The study had two stages: an initial survey to determine the extent and pervasion of ICT; and a second interview stage to explore the role and applications of ICT. Findings – The authors find that 84 per cent of the businesses use ICT effectively, mainly to provide information and improve service quality. In addition, some firms had adopted very successful methods of using the internet for sales and marketing but ignored supply functions. The authors were surprised to find that ICT was seen as a way of enhancing personal service and that rather than a barrier, it was seen to promote quality of service. Moreover the respondents did seem to have used ICT effectively to overcome the disadvantages of location and rurality. Research limitations/implications – The survey was carried out in a single rural environment and this limits its generalisability. Nonetheless, the study develops some interesting issues about the application of ICT in the rural context. Practical implications – The paper identifies the benefits derived from the enthusiasm of some rural business owners. They had recognised the efficacy of computing and can provide lessons in how to apply ICT to overcome distance. Originality/value – The paper addresses a gap in research and offers some insights into the application of ICT in rural areas.

Journal

International Journal of Entrepreneurial Behavior and Research – Emerald Publishing

Published: Jun 13, 2008

Keywords: Small enterprises; Hospitality services; Rural economies; Scotland

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