Factors influencing the demand of online travel media usage of silver generation in Bangkok

Abstract

          The research aims to explore factors influencing the demand of online travel media usage of Silver Generation in Bangkok. The research objectives are to compare between the demographic factors and the tourism information technology acceptance of Silver Generation in Bangkok. To compare between the demographic factors and the demand of online travel media usage of Silver Generation in Bangkok. To study the tourism information technology acceptance of Silver Generation in Bangkok. To analyze the factors influencing the demand of online travel media usage of Silver Generation in Bangkok. Data were collected from 400 Silver Generation in Bangkok. Results were analyzed using the technique of frequency, percentage, mean, standard deviation, T-test, F-test, Pearson Correlation and Multiple linear regression.

          The results found that 1) The Silver Generation with different education and work status had different technology acceptance. 2) The Silver Generation with different education and work status had different demand of the online travel media usage. 3) The level of the technology acceptance in Motivation and Information Quality is at the high level but Perceived Ease of Use is at the moderate level. 4) Motivation was found to be the key important factor influencing the demand of online travel media usage of Silver Generation in Bangkok.