ELECTRONIC DISTRIBUTION CHANNELS OF HOSPITALITY AND TOURISM RELATED PRODUCTS AND SERVICES: A CASE STUDY OF THE BUYING BEHAVIOR OF THAI TOURISTS
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Abstract
The objectives of this study were 1) to study the consumer demographic segmentation of tourists who book or purchase hospitality and tourism related products and services booking systems 2) to examine the environmental influences of tourists who book or purchase hospitality and tourism related products and services booking systems and 3) to evaluate the perception of tourists, booking or purchasing hospitality and tourism related products and services booking systems.
The sample consisted of 400 Thai internet users who have used online purchasing and booking on hospitality and tourism related products and services. This research used the descriptive and inferential statistics and using a designed questionnaire survey to collect data from the respondents. The data was analyzed by using percentage, frequency, mean and standard deviation. The hypotheses were tested by independent sample T-test, One-way Anova, and Pearson product-moment correlation statistics. The item-objective congruency (IOC) index is used Content validity for and used a pilot test for assessing the reliability of questionnaire
Research findings were as follows: 1) Mostly, young generation tourists were the biggest group using online transportation and accommodation purchase; 2) The buying behavior of Thai tourists’ has a positive relationship on the perception 3) The tourists received the impact mainly from internal factors, while external factors can play an important role for searching, and finding the details in the website and other sources.
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