Technology Adoption in the Caribbean Tourism Industry

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Focusing on the adoption of Information and Communication Technologies (ICTs) in Caribbean travel firms, the book explores how these companies navigate the decision-making process regarding digital capabilities and artificial intelligence for sales and marketing. It examines the influence of external factors like culture and internal elements such as leadership on strategy and resource allocation. Amidst the challenges posed by the COVID-19 pandemic, this study highlights the urgent need for transformation in the tourism sector, offering insights for organizational behavior and strategic management.