Despite the growing importance of the use of the Internet as a marketing tool in the hotel industry, the factors that affect the adoption of Internet and Web based marketing
activities (IWMA) by the hotel industry have not yet been fully investigated. There have been no comprehensive studies about the facilitating and inhibiting factors that
distinguish the differences between Thai and Australian hotels in their adoption and diffusion of IWMA. Therefore, the aim of this study was to make an effort to fill this gap by investigating factors affecting the successful adoption of IWMA in Thai and Australian hotels. Furthermore, a specific aim was to develop a conceptual model for the successfull adoption and diffusion of IWMA by Thai and Australian hotels.