The adoption of electronic commerce (E-Commerce) has become increasingly critical in the hospitality industry, offering opportunities for enhanced operational efficiency and customer engagement. This study examines hotel managers' views on E-Commerce adoption in South Africa, focusing on their attitudes, perceived benefits, and challenges associated with integrating digital technologies into their business practices. Through a mixed-methods approach, including surveys and in-depth interviews with hotel managers across various regions, the research explores how these professionals perceive the impact of E-Commerce on their operations and competitive positioning.

The findings reveal that hotel managers in South Africa generally hold positive attitudes towards E-Commerce, recognizing its potential to streamline booking processes, expand market reach, and improve customer service. However, challenges such as technological barriers, financial constraints, and a lack of digital literacy among staff are noted as significant obstacles to full adoption. The study also identifies key factors influencing the successful implementation of E-Commerce strategies, including managerial support, investment in technology, and ongoing staff training. This research provides valuable insights for hotel operators, policymakers, and technology providers, highlighting the need for targeted support and resources to facilitate E-Commerce adoption in the South African hospitality sector. By addressing the identified challenges and leveraging the opportunities offered by digital technologies, hotels can enhance their operational efficiency and stay competitive in an increasingly digital marketplace.

hotel managers, E-Commerce adoption, South Africa

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