Beyond Profit? How E-Commerce Adoption Strengthens Marketing and Strategic Benefits in Romanian Accommodation SMEs

Authors: Olimpia Ban, Alexandru Constăngioară, Paul Ruge, Dorin-Cristian Coita

Abstract

The purpose of this study is to analyze the impact of e-commerce adoption on the performance of SMEs in the Romanian accommodation sector, focusing on both financial and non-financial outcomes. Using a quantitative approach, data were collected through a self-administered online questionnaire completed by 47 managers of accommodation facilities. The analysis was conducted using Structural Equation Modeling (SEM) in SmartPLS 4, based on the updated DeLone and McLean IS Success Model. The findings reveal that while e-commerce does not significantly influence financial performance, it has a strong positive effect on marketing performance, net benefits, and competitive advantage. This suggests that digitalization in Romanian hospitality SMEs serves primarily as a strategic enabler rather than a direct profit generator. The study is among the first to investigate this topic in Romania, filling a gap in the literature and offering a contextualized view of e-commerce adoption in an emerging market. Practically, the results imply that managers should focus on e-commerce as a tool for enhancing customer experience, brand differentiation, and long-term competitiveness, rather than expecting immediate financial returns.