E-commerce has proven to be a strategy that improves productivity, reduces costs, and widens the market. Its application covers many sectors, one of them is the tourism sector. However, despite the benefits that electronic commerce offers, its adoption by SMEs in the tourism sector is low. Many authors argue that there are a set of factors that condition the adoption of electronic commerce. The purpose of this article is to study the relationship among the factors and the adoption of e-commerce in tour operators. It is a quantitative, correlational, and cross-sectional study. The results show that there is a correlation between technological factors, environmental factors, organizational factors, individual factors, and the adoption of electronic commerce.