Purpose

This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.

Design/methodology/approach

The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.

Findings

The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.

Research limitations/implications

The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.

Originality/value

Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.

中文翻译：

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旅游中小企业采用数字营销：回顾和研究议程

目的

本文旨在回顾中小企业（SME）关于采用营销技术的文献，目标是从中小企业到旅游中小企业（TSME）的知识轨迹，并提出采用数字营销的研究议程TSME 中。

设计/方法论/途径

采用定量文献综述方法对2011-2021年发表在高排名期刊上的50篇文章进行分析。对所选论文进行了审查，定量介绍了中小企业采用数字营销的流行理论框架、结构和研究方法，并提出了 TSME 背景下的未来研究议程。

发现

研究结果对研究人员使用的理论方法、研究设计、方法和模型进行了回顾，并确定了在 TSME 采用数字营销的背景下未来研究的新方向。本文对技术采用理论进行了理论批判，并以创新理论、技术-组织-环境（TOE）和制度理论的传播为基础，提出了一个扩展模型来研究 TSME 中的数字营销采用。

研究局限性/影响

本文通过提供 TOE 框架的应用以及模仿和规范压力的调节作用，在对数字营销采用的理论理解方面取得了重大进展。因此，这项研究为服务（旅游业）背景下的制度理论的稀缺研究做出了贡献，并为研究数字营销提供了另一种全面的看法。该研究模型可作为未来研究人员和从业者探索和进一步增强旅游业和 TSME 知识发展的组织工具。

原创性/价值

关于 TSME 的已发表的工作可以忽略不计，这使得这项研究很有价值，并且所提出的模型提供了给定背景下的战略信息。