ANALYSIS OF INTER-RELATIONS BETWEEN SUSTAINABLE TECHNOLOGY ADOPTION, LEGITIMACY AND REPUTATION IN THE MARKET BASED ON INSTITUTIONAL THEORY
Sustainable Technology Adoption, Institutional Theory, Tourism, Legitimacy
The tourism industry continues to be impacted by new technologies. Technology is also responsible for connecting the sustainable perspective with smart use of resources resulting in development of the organization combined with tourism macro development. This is a rich case to be explored verifying the adoption of sustainable technology by the sector. Institutional Theory discusses isomorphism as a result of the institutional pressures/forces of the institutional environment that can affect organizations in the adoption of some practices and has been used to explain the adoption of technologies in several industry sectors but in the tourism literature has not been considered. The study wants to establish a connection between sustainable technology adoption in search of the legitimacy present in institutional theory, linking with the reputation of the enterprises in the market.