YouTube Channel Adoption By the Independent Luxury Hotels in Canada and the United States

The purpose of this study was to examine factors affecting YouTube channel adoption by independent luxury hotels in Canada and the United States (US). Using a sample of 651 independent luxury hotels in Canada and the US from Smith Travel Research (STR), we tested for YouTube channel adoption. The study used organizational factors of Technology-OrganizationEnvironment (TOE) framework and examined five different hotel characteristics; 1) year built, 2) location, 3) size, 4) facilities and 5) room rate. Multiple regression analysis was used to test the relationships between the five different hotel factors and YouTube channel adoption. Results revealed that only size and facilities (golf, convention rooms and spa) were significantly associated with the adoption of a YouTube channel. This research was the first initiative to explore a relationship between hotel characteristics and YouTube channel adoption by hotels. This study made an essential contribution advancing the knowledge on what factors influence YouTube channel adoption by hotels.