Abstract
This paper investigates the use of online services within the tourism industry in Thailand, by first assessing the adoption of the internet channel by Thai travel-related companies, and secondly evaluating the effectiveness of their Email use. Previous related research has focused on the developed world, where modern information and communication technologies (ICT) are already pervasive; here we focus on an emerging market with relatively lower internet proliferation, IT infrastructure availability and stability. An interesting case study is presented in Thailand, where its well established, mature tourism industry is contrasted by a developing ICT infrastructure still in its infancy. Despite government driven projects to develop Thailand as a regional ICT leader, we find ICT adoption by the tourism sector is low in quantity and poor in quality. As tourism is a key industry for Thailand, we investigate the reasons for our findings and present recommendations for better utilisation of this channel.
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