E-Marketing for Small and Medium Tourism Enterprises in Mauritius and Andaman Islands

This research examines the motivators, inhibitors and critical success factors of e-marketing for Small and Medium Tourism Enterprises (SMTEs) in Mauritius and Andaman Islands, India. Front-end gains and lack of confidence proved to be the chief motivator and inhibitor respectively. Early adopters showed a higher pay-off from e-marketing. A factor analysis identified four underlying dimensions of the critical success factors: relationship factors, resource factors, demand-supply factors and synergy factors. The association between e-marketing pay-off and website elements (based on RayportJaworski's 7Cs framework) was plotted using correspondence analysis and SMTEs with high e-marketing pay-off were particularly superior at elements such as content, communication and connection. The implications of the findings for SMTEs are discussed.