POLICY PROSPECTS FOR ADVANCING DIGITAL E-READINESS IN TOURISM SMES: A CASE STUDY OF PATTAYA CITY, THAILAND
DOI:
https://doi.org/10.14456/apsr.2025.13Keywords:
Public Policy, E-Readiness, Smart Tourism, PERM, Local GovernmentAbstract
The rapid digitalization of global tourism necessitates "smart tourism cities," yet small and medium-sized enterprises (SMEs) in developing economies face significant barriers to adopting information and communication technology (ICT). This study applies the Perceived E-readiness Model (PERM) to evaluate the e-readiness of tourism SMEs in Pattaya City, Thailand, considering internal (organizational awareness, human, business, and technological resources) and external (market forces, government support, and supporting industries) determinants. Utilizing a three-round Delphi process with a multi-stakeholder expert panel, the research identified feasible strategies and policy priorities. Findings reveal high ICT awareness among SMEs, but substantial capability gaps persist due to financial constraints, insufficient digital skills, and inadequate technological infrastructure. External enablers, particularly robust government interventions and collaborative industry support, are crucial for driving digital transformation. The study underscores that e-readiness is co-produced by firm-level readiness and external environmental support. Policy recommendations emphasize local government's role in enhancing digital infrastructure, providing financial incentives, and implementing tailored capacity-building programs. Fostering multi-stakeholder collaboration is vital for sustainable digital transformation, offering a scalable roadmap for innovative tourism development in other emerging economies.
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