A Research Of Thailand Consumers Using Cross-border Tourism E-commerce Brands

The role of the Internet is coming into people's lives,so each company needs to evolve they marketing model,including the tourism industry,which also needs to use the Internet as a company's marketing tool.when speak to tourism industry,Thailand must be mentioned.Thailand is a country with the rapid development of tourism.However,the relatively slow development of information and communication technology has led to the local disappearance of Thai tourism e-commerce local brands and foreign market preemption.Therefore,a large number of well-known travel e-commerce brands in Thailand are crossborder brands and a large number of Thai consumers also choose to use it.The purpose of this study is to find out how Thai consumers use cross-border tourism e-commerce behaviors and to find out what factors Thai consumers use cross-border tourism e-commerce brands.This research adopts a questionnaire survey method,interview method,and literature research method.The most suitable model for the author's determination and use is the technology acceptance model(TAM).This study uses online questionnaires and uses a convenient sampling method to publish the results of the questionnaire.466 individuals responded to the questionnaire.The statistics collected included descriptive statistics such as percent,average score,standard deviation,etc.Multiple regression analysis.The results show that a large number of interviewees are women,aged between 20-29,a large number of undergraduates,occupations are company employees,the consumption of each use is more than 10,000 baht,3-4 trips a year,using travel e-commerce On average 2-3 times a year,most of them pay attention to travel information from social media,and most feel that using travel e-commerce is more convenient for their lives.The most used travel e-commerce brand is AGODA,but 55% don't use local Thai travel brands.Hypothesis test results found that three factors that influence consumers' choice of using cross-border tourism e-commerce are behavioral intention,risk perception,and brand recognitionFinally,to further develop the local tourism e-commerce in Thailand,this article proposes the Thai local tourism e-commerce brand from the hypothesis test results.The Thai tourism e-commerce brand proposal is divided into two parts.In terms of brand awareness,a company needs to increase your awareness and use social media to create quality content attracts consumer engagement.In the quality of tourism,Thai ecommerce needs to be improved by increasing the user experience and interface and reducing the operational complexity of the website to meet the needs of each visitor.In addition to the recommendations on Thai brands,this article also proposes that the Thai government recommends that the Thai government focus on adding local ICT experts and increase security,privacy,and credibility for domestic and foreign tourists.