Enhancing ICT literacy and sustainable practices in rural hospitality industry: Key insights and implications

The leisure and hospitality industry is one of the significant drivers of the global economy, and it has adopted new technologies to transform service delivery and customer experience. Despite the transformative potential and benefits associated with adopting these technologies, there remains a low level of adoption in rural areas, particularly among small-scale players. This study explores the role of information and communication technology (ICT) literacy and sustainable practices in influencing ICT adoption among small-scale players in the hospitality industry in rural Eastern Cape Province, South Africa, specifically focusing on Mnquma Municipality. The study employs a non-probability sampling and purposive technique, utilising a case study approach. A random sample of 21 small-scale players (BnBs, guest houses, and non-serviced accommodations) was selected, and data was collected through a face-to-face interview and questionnaire featuring closed-ended questions. The data were analysed using descriptive statistics and the Kruskal-Wallis H Test to examine differences in ICT usage levels. The test yielded a Kruskal-Wallis H of 2.57 with a p-value of 0.277. The findings reveal that businesses with more educated workforces demonstrate higher ICT adoption levels. Moreover, key factors such as ICT literacy, awareness of sustainable practices, access to ICT resources, and contextual challenges significantly impact ICT adoption.