E-Marketing Adoption: An Overview from Ethiopian Tourism Businesses

The study aims to uncover an overview of e-marketing adoption in tourism businesses of Ethiopia focusing on e-marketing implementation modalities. Methodologically, the study employed a descriptive research design. Being positivist in philosophy, the data were collected based on survey strategy from random samples of tourism businesses to conduct descriptive statistics. The results revealed that most tourism businesses of Ethiopia have embarked on internet adoption as a precursor to e-marketing implementation. Nevertheless, the technopolitics of the country in general and the monopolistic control of the telecom sector in particular, serve to undermine the diffusion of e-marketing. Therefore, the acceptance, routinization and diffusion of e-marketing were lagging behind. Moreover, these businesses seem to stick to websites, email and social media marketing approaches to promote, sell and interact with their prospective customers