The adoption of information communication technology (ICT) in small and medium enterprises (SMES) in tourism sector in Eastern Cape province

Abstract

This study focuses on the factors influencing ICT adoption in tourism SMEs in the Eastern Cape and proposes practical solutions to drive digital transformation and business growth. Many SMEs fail to adopt ICT due to a lack of skills and knowledge, which negatively affects productivity, long-term income, and overall business growth. The aim of the study was to examine both internal and external factors affecting ICT adoption in the tourism sector. A mixed-methods approach was used, with 114 SME owner-managers participating in surveys, in addition to follow-up semi-structured interviews conducted with eight participants from Eastern Cape municipalities. Non-probability sampling was employed to ensure the participants were relevant and the findings accurate. The study was grounded in theoretical literature and a conceptual framework, with clearly defined hypotheses guiding its direction. Key areas derived from the objectives and literature review were tested against these hypotheses, and each premise examined using Cronbach’s reliability scores to ensure robustness and validity, in addition thematic analysis was applied to identify key patterns in the data. The findings reveal ICT adoption in SMEs is shaped by a combination of external pressures and internal dynamics. Adoption is particularly influenced by the perceived ICT benefits for business, with SMEs more likely to use ICT solutions when they understand its advantages. The study highlights the need for better training, awareness campaigns, and verifiable case studies to demonstrate how ICT adoption can improve business performance and close existing gaps. This research provides valuable insights for scholars, policymakers, and practitioners, representing a significant contribution to advancing ICT adoption among SMEs in the Eastern Cape and across South Africa’s tourism industry