Electronic Tourism Quality For Enhancing Tourist Relationship

The objectives of this paper are to identify the components of the E-tourism quality and to determine E-tourism quality factors that have impact on enhancing tourist relationship. Data was collected from Thai and foreign tourists. Exploratory factor analysis was conducted to determine the components for E-tourism quality. The results show that the two major components of E-tourism quality are E-service quality and E-marketing management quality. E-tourism service quality consists of four dimensions which are 1) website design quality, 2) E-service design quality, 3) technology quality and 4) customer service quality. E-marketing management, E-service design, technology quality and customer service quality have impact on tourist relationship. E-marketing management quality has the highest influence on enhancing tourist relationship whereas website design quality has no impact