Exploring Daily Deal Adoption in Hospitality: A TOE Framework Approach

The presented research forms part of a two-phase research project funded by the University of Rijeka (grant ZIP-UNIRI-116-22) aiming to explore the adoption of Daily Deal (DDs) websites by Croatian hotels. The purpose of this submission is to report on the preliminary findings of the first, qualitative part of the project and to show how the conceptual framework for the quantitative part of the project was developed. Therefore, the presentation will seek to answer the following research questions:

· What are the key technological, organisational, and environmental factors that affect the adoption of DDs in the hospitality sector?

· How do hotel managers view the effects of DDs on their operational processes and marketing strategies?

· What valuable insights can be derived from qualitative interviews to inform the creation of a questionnaire for further investigation into the adoption of DDs in the hospitality industry?