.comUnity : A study on the adoption and diffusion of internet technologies in a regional tourism network

This thesis describes the initiation and evolution of an action research project, which investigates the adoption and diffusion of Internet technologies in a regional Australian tourism network. The research evolved out of a portal development consultancy. The aim of the study was two-fold: to investigate the nature of the change process when a collaborative network seeks to adopt e-commerce; and to determine how the change process differed in the face of incremental change (adding some e-commerce solutions to the network), or radical change (changing the overall business model). The purpose of the study was to gain a better understanding of the economic, strategic and social potential of regional business networks in the current techno-economic climate. The study builds on Rogers' (1995) seminal work on the diffusion of innovations and makes a unique contribution to existing diffusion studies by its focus on the nature of the network links as the unit of analysis; and by its application of an action-oriented methodology to untangle the effects of the embedded network structure on diffusion. The study suggests a strong relationship between diffusion and network positioning, both in terms of place (status and position in the network) and space (the geographic make-up of the network). Diffusion further hinged on network cohesion, actors' trust in and engagement with the network. Adoption of e-commerce was obstructed by actors? worldview; lack of time, reflexive learning, and commitment to change. The incorporation in the study?s diffusion framework of contextual moderators such as network position, worldview, trust, time and commitment considerably extends Rogers? traditional diffusion framework. Based on its emergent analysis framework, the study introduces a dynamic change model towards sustainable regional network development. It is suggested that both the diffusion framework and the regional innovation model developed in this study may, either jointly or separately, be applicable beyond the tourism and service sector.