.... Drawing from the fashion theoretical strands in organization research, this paper studies how fashion has been conceptualized, operationalized and then diffused among tourism/hospitality enterprises. Design/methodology/approach A qualitative case design was used. A total of 37 semistructured in-depth...

... of Reasoned Action (TRA) to the Theory of Planned Behaviour (TPB). Following which, Roger's Diffusion of Innovation will be discussed and whether the concepts should jointly be explored so as to provide a more comprehensive elucidation of hoteliers' internet technologies adoption decisions. Findings...