Journal of Smart Tourism

  • 제3권4호
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  • Pages.5-15
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  • 2023
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  • 2765-2157(pISSN)
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  • 2765-7272(eISSN)
경희대학교 스마트관광연구소 (Smart Tourism Research Center, Kyung Hee University)
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Domestic Tourists' Perception of Hotel Websites in Thailand

  • Chitlada Pinthong (Burapha Business School, Burapha University) ;
  • Sunny Sun (College of Sustainability and Tourism, Ritsumeikan Asia Pacific University) ;
  • Huiyue Ye (Asia-Pacific Academy of Economics and Management; Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau) ;
  • Rob Law (Asia-Pacific Academy of Economics and Management; Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau)
  • 투고 : 2023.07.28
  • 심사 : 2024.01.26
  • 발행 : 2023.12.29
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초록

With the growing trend of online global market, customers have further technological capabilities in searching for information and online shopping on the Internet. In addition, electronic word-of-mouth (eWOM) is a significant factor that influences customer purchase intention. However, the perspective of online users on hotel websites is still in its infancy, especially in various cultural contexts. The current study examined a theoretical framework of hotel websites to understand how online users perceive the importance of hotel websites with regard to influencing purchase intention, within the content of Thai online users through an online questionnaire survey. Findings show that usability positively influences online Thai users' satisfaction. Moreover, eWOM has a significant positive influence on satisfaction, but eWOM has an indirect effect on the intention to purchase. Practical implications are further discussed.

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과제정보

This project was partly supported by a research grant funded by the University of Macau.

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