The paper identifies determinants of adoption behavior concerning E-mail marketing in the hotel sector. Based on the technology adoption literature and data generated in 241 hotels, first, a logistic regression is performed to identify the drivers behind the usage decision. Secondly, by the use of linear structural equation models (SEM), the determinants of both adoption-intensity and adoption-intention are empirically deduced. Finally, managerial implications and research challenges regarding the issue of E-mail Marketing in tourism are discussed.