Assessing the Readiness for E-Commerce Platforms Integration of Tourism Micro, Small, and Medium Enterprises (MSMEs) in Sorsogon City

This study assessed the readiness of tourism Micro, Small, and Medium Enterprises (MSMEs) in Sorsogon City for e- commerce integration, using the Technology Acceptance Model (TAM) as the framework. The data were collected from the official list of enterprises that offer accommodation, food, souvenirs, crafts, wellness, and leisure services. The results indicated that most of the MSMEs operating for more than six years with small asset size and limited employees perceived themselves as “ready” for digital integration. Statistical analysis revealed that asset size and business size significantly influenced readiness, while the length of business operation showed no significant relationship for e-commerce readiness. Post hoc comparisons further indicated the differences in the level of readiness across enterprises. The study recommends that tourism MSMEs can enhance digital capabilities through training, financial support, and specialized e-commerce solutions, while policymakers should develop or establish innovative and sustainable programs. To enable market expansion and effectively contribute to the local economic growth, the digital adoption of tourism MSMEs must be strengthened.