Factors affecting adoption of electronic commerce by travel agencies Odisha: A literature review introduction

The travel agencies in Odisha are struggling to sustain due to the online travel portals like Make My Trip, Yatra, Cleartrip, etc.. Some travel agencies in Odisha are trying to adopt but are facing lots of problems due to various factors. The Internet has provided a way by which firms can communicate with all stakeholders using electronic mail and has provided a vast source of information that firms can use to help in fulfilling their business goals. Globalization, competition, changes in technology, customer awareness, etc. have forced the organizations towards doing business over the internet. Due to globalization and adoption of electronic commerce, geographical barriers have been reduced. To design a new product, to have a better customer service, and to survive in the competitive global market; Information Technology is considered as an essential tool. There is a consensus that electronic commerce has a significant effect on the productivity of the organization. This effect can be realized, if and when, electronic commerce is widely used and spread. For the adoption of e-commerce, it is essential to understand the theoretical models and previous literature reviews at the organization level. There are few literature reviews about the adoption of electronic commerce by travel agencies.

In this study, we are going to review the factors affect adoption of electronic commerce and hope this will help the travel agencies in Odisha for successful adoption. There are many theories for the adoption of technology but in this study, we are going to review theories of adoption of e-commerce at the firm level.