Innovation Decision Making Process and Diffusion of Innovation toward Tourist Destination by Using Electronic Destination (eDestinations) Information of Thai Tourists

Abstract

The development of information technology and communications (Information Communication Technology: ICTs) allows electronic diffusion of information and has developed into an electronic business (eBusiness), which is important for the overall economy of the country. (NECTEC, 2012). This study aims to identify types of adopter affecting use of eDestination, explore how each stage in the model of “eDestination Information’s Innovation Decision Process” relates to each other and propose an appropriate web design for organizations which are involved with providing information about tourist destination. The results of this survey with Thai tourists indicate that time is diffusion of innovation’s element related to types of adopters; up-to-date and completed information are important factors to create tourism website. The results of this study also identified 5 stages of “eDestination Information’s Innovation Decision Making Process” had positive relation to each other. Therefore, (Rogers, 2003) innovation decision making process is an effective model to utilize and adapt for examining Thai tourists perceptions and their experiences of using eDestination information in each stage of the model.