Hospitality Global Issues

This research used a combination of methods and these were both of qualitative and quantitative nature. This exploratory work took the form of in-depth interviews with the businessmen and the customers involved with tourism in Jammu and Kashmir. As a result of information and communication technologies, electronic marketing has become an integral part of the modern tourism industry. The tourism industry relies to a great extent on Internet technology. The ever-increasing use of Internet technology has tremendously affected the travel and hospitality industry. There is a growing realization of the need to assess the impact of Internet technology on tourism and appropriate models are required to contribute in this field.

The researcher formed 3 hypotheses.

1. The data obtained from the respondents was purely ordinal. A 5-point scale was used for data collection. The scale started from strongly agree (SA) to strongly disagree (SDA). Therefore chi-square was used to test the hypothesis. The data were all nonparametric. With the help of a chi-square test we were in a position to know whether a given difference between actual and expected has been caused by chance or if it resulted from inadequacy of the theory to fit the observed facts. The values of v2 obtained were thus compared with the table value of 4 degrees of freedom at 5% level of significance.

2. The frequencies obtained from the respondents regarding the contribution of e-commerce in development of Jammu and Kashmir were taken as observed frequencies. While computing the v2 value, the level of significance was fixed in advance at 5%. The degrees of freedom were calculated as (2–1)(5–1) ¼ 4 and the table value of v2 is 9.49. Thus the calculated value of v2 is 2.41 and the degree of freedom is (2–1)(5–1) ¼ 4. The table value is higher than the calculated value of the v2.

3. If the difference between two independent statistics is not significant it can be attributed to the fluctuations of the sample. The decisions taken to accept or reject the hypothesis were purely based on the static computed from the sample. The level of significance was 5% in all cases, which meant that we were 95% confident that our decision to reject the null hypothesis was correct. Therefore from the above test statistics we may conclude that there