Empirical study of E-Travel Adoption among Small Enterprises in Developing Country

The objective of this paper is to test the success factor of e-travel model among small travel enterprises (STEs) in Indonesia. The data was collected by e-survey via My3q free online survey. Respondents were 145- users of travel websites chosen employing purposive sampling technique. Research variables measured were factors of Enjoyment, Usefulness, Ease of use, Self Efficacy, Use, Satisfaction, Trust and Loyalty. These variables were tested in 11 hypothesis. The structural equation modelling (SEM) using SmartPLS 2.0 in data analysis was worked. The result of this study illustrated that nine of eleven hypothesis have contribution significantly and the rest conversely. However, perceive of usefulness did not influence to e-travel adoption and trust to loyalty during browsing travel websites. Finally, examining the success model of e-travel adoption in different provinces and travel websites is as the suggestion of further research