The determinants of intention to use electronic booking among young users in Thailand

Tourism is one of the largest and fastest growing industries worldwide. It helps to support the economic growth and development of many countries, Thailand included. A key engine of the growth of tourism has been the Internet, especially over recent years. One of the objectives of the Second ICT Master Plan in Thailand is to promote the use of ICT, namely the Internet, e-commerce, online marketing, payment systems, and reservation systems for businesses associated with tourism. Although more businesses and users have embraced e-commerce and online reservation systems (e-booking), very few studies have been conducted on their usage and adoption especially in the context of a developing country like Thailand. This study attempts to identify the factors and the degree of influence that each factor has on the intention to use e-booking. The findings of the study, including academic and practical implications, and recommendations are provided.