E-tourism implementation: Investigation of its opportunities and challenges from the tour operators perspective in Rwanda

Abstract

The evolution of information and communication technologies (ICT) is transforming the tourism industry, then the concept of e-tourism. Despite its potential benefits, the implementation of e-tourism in Rwanda remains limited, particularly tour operators in Rwanda. This study aims to investigate the opportunities and challenges of e-tourism implementation from the tour operators‘ perspective in Rwanda. The case study was used as the main methodology approach, to investigate key challenges that are faced by tour operators, survey questionnaires were administered to licensed tour operators in Kigali, multiple linear regression analysis was used to test hypotheses. Document analysis was conducted to identify potential opportunities for e-tourism implementation. Data security and privacy found to significantly influence service quality while laws and regulations, and technological infrastructure significantly influence the market reach and presence while Potential opportunities lie in the availability of financial incentives and support, a conducive regulatory environment, and government support for ICT infrastructure development. This study contributes to the little literature on e-tourism in Rwanda particularly on tour operators, highlighting insights for tour operators, researchers, policymakers, and investors in general. Recommendations help to tackle challenges and leverage e-tourism opportunities in Rwanda‘s tourism industry.