The environment is getting more com

The environment is getting more complex, business systems need to be more creative in order to identify new
opportunities for sustained high performance. Organizations that run out to observe the tide of change will be left behind
in many matters.This situation and demands force each organization to change, to abridge the gap in environmental
changes that take place. At the close of the 20th century, E-commerce becomes more significant. In the 21st century, a
market system that employs an electronic infrastructure has been supporting the world marketplace. Common Knowledge
of information technology has no limits and anyone accessing the internet can make it (Laudon, 2009). Nevertheless,
there is consensus that, the full potential of values brought about by E-commerce in Malaysia are unable to recognize.
It has been identified that lack of success stories by brick and mortar companies is a reason why traditional
businesses are declining to initiate in E-commerce investments. Ainin and Noor Ismawati (2003) provide empirical
support where 79 percent of the respondents cited “not many success stories of E-commerce” as the main barrier to Ecommerce
adoption,
followed
by
“not
having
knowledge
in
E-commerce”
(72.6%),
“low
internet
access among
buyers”

(72.2%),
and
“lack
of knowledge
on
the potential
of
E-commerce”
(69.6%)
in
a study
on E-commerce
stimuli
and

practices
among
the small
and
medium
enterprises
(SMEs)
in
Malaysia.
Ainin
and
Noor Ismawati
(2003)
provide

empirical
evidence,
in which
79
percent
of the
respondents
cited
"not
many
success
stories
of E-commerce"
as
a major

obstacle
to
the adoption
of Electronic
commerce, followed
by
"do not know
Electronic Commerce"
(72.6 %),
"Internet

access
among
buyers
are low"
(72.2%)
and
"lack of
knowledge
about
the
potential
of
E-commerce"
(69.6%)
in
a
study of

stimuli
and
practices
of E-commerce
among
small
and
medium-sized
enterprises
(SMEs)
in
Malaysia.

The relationship between the effect of E-commerce adoption in the hotel performance in Malaysia are not so clear,
although there are other studies in the west that shows the relationship between the E-commerce adoption with hotel
performance exist by Rezvani (2011), Tow (2004), Amit and Zott (2001), and Uchitelle (2000) but is more focused on the
manufacturing industry. A research in the tourism industry in general and especially the hotel sector, which looking for Ecommerce
adoption
impact
on
hotel
performance
in Malaysia
is
limited.
While
the
tourism
industry
is
the largest
industry

that
uses
information
(Intan
Salwani,
et
al.,
2009;
Norzaidi
et
al.,
2007;
Chow,
2000).


Changes in the organization because of influence from the external environment cannot be controlled and cannot