Do Dynamic Capabilities Moderate the Effect of Managerial Attitudes on E-Marketing Adoption? Evidence from Small and Medium Tourism Enterprises in Zanzibar

Abstract

This study examines the influence of managerial attitudes and dynamic capabilities on e-marketing adoption among Small and Medium Tourism Enterprises (SMTEs) in Zanzibar. Grounded in the Decomposed Theory of Planned Behaviour (DTPB) and Dynamic Capabilities Theory (DCT), the study tests the effects of perceived ease of use, perceived usefulness, compatibility, and perceived security on e-marketing adoption, with dynamic capabilities examined as a moderating factor. Data were collected from 216 SMTEs operating in the Urban and South Regions of Zanzibar and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ease of use and perceived security have positive and significant effects on e-marketing adoption, whereas perceived usefulness and compatibility exert significant negative effects. Furthermore, dynamic capabilities significantly strengthen the relationships between perceived usefulness and compatibility and e-marketing adoption, but do not moderate the effects of perceived ease of use or perceived security. These findings extend the DTPB by demonstrating that, in resource-constrained SMTE contexts, ease of use and security perceptions can be stronger drivers of adoption than perceived usefulness or compatibility, while underscoring the role of dynamic capabilities in converting usefulness and compatibility perceptions into actual adoption behaviour. The findings offer practical implications for managers, suggesting investment in digital tools that are user-friendly and secure, and for policymakers, who should prioritize capacity-building and awareness programs to strengthen SMTEs' ability to identify, seize, and reconfigure internal processes around e-marketing opportunities for digital transformation.