L’apport des TIC aux Petites Entreprises (PE) dans le secteur touristique : une étude exploratoire

The diffusion of ICT in small businesses remains low (only 12% of small businesses in France have a website for performing online transactions, Eurostat 2010). One issue is whether ICT can be used effectively by these small structures and how the use of technology can improve the competitive advantage of small businesses. We focus our research on the tourism sector which is very advanced in the use of ICT (Kalika and Rival, 2009). Our qualitative methodology is based on the research of 4 companies. Our research shows that small businesses can use ICT for differentiating including dimensions related to customer relations. The success of the use of a website is based on a very wise choice of technology linked to the marketing position of the company and the nature of its activities. The ICT equipment must be the result of a deep reflection on the business because it determines the services and features available from technology. Finally, it is not the technophile profile that is important but rather the ability of the leader to perceive the usefulness of technology through his innovative and risk-taking profile.