Exogenous factors related to the adoption of an innovation: Domain Name Registration in the Swiss hospitality industry

Based on diffusion models by Bass and Rogers, Scaglione et al (2004a, 2004b, 2005) studied the evolution of domain name registrations (DNR) by Swiss accommodation enterprises. This research extends these studies by analysing the relationship of exogenous variables with the adoption of domain names. A better understanding of the adoption of innovations by tourism organisations can shed light on better use of these innovations and subsequently better value for customers. The results of this study show that the adoption of an innovation, i.e. domain names, relates to three exogenous socio-economic trends. Information technology variables were most relevant followed by macroeconomic national variables such as the Swiss Market Index (SMI), Consumer Confidence Index (CCI) and Appropriate Moment for Important Acquisition (AMIA) but not the Gross Domestic Product (GDP). The least important set of variables related to the tourism economy.