1 THE ROLE OF THE INTERNET IN THE MARKETING OF INDEPENDENT HOTELS IN THE UK: WORK-IN-PROGRESS

This paper examines the role of internet in the marketing of UK independent hotels. The paper contributes to existing literature in highlighting the significance of electronic commerce adoption intended for marketing and distribution. It then briefly refers to the twelve face to face pilot interviews conducted with hoteliers, and how the analysis of those interviews led to this paper. The methodology and implications for further research are also discussed, with a look at the new conceptual framework adopted, concentrating on the antecedents of endogenous and exogenous factors that affects the level of adoption by hoteliers. It should be pointed out that this is a work-in-progress paper. 1