final defence

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An investigation of IUT behavior of ICAn investigation of IUT behavior of ICSS

11

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22

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33

INTERNET USE FOR TOURISM (IUT):INTERNET USE FOR TOURISM (IUT):

A Case Survey on Students of Assumption University A Case Survey on Students of Assumption University

ThailandThailand

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44

Table of ContentTable of Content

Generalities of the Study Generalities of the Study

Review of Related Literature and Studies Review of Related Literature and Studies

Research FrameworkResearch Framework

Research Methodology Research Methodology

Result and DiscussionResult and Discussion

Conclusion and RecommendationConclusion and Recommendation

Question and AnswersQuestion and Answers

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55

CHAPTER 1: Generalities of the CHAPTER 1: Generalities of the StudyStudy

Background of the studyBackground of the study

Online tourism and its evolutionOnline tourism and its evolution

Online tourism behaviorOnline tourism behavior

International student touristInternational student tourist

Statement of the problem & Research objectivesStatement of the problem & Research objectives

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66

Background of the study:Background of the study:Tourism website evolution & Online tourism behaviorTourism website evolution & Online tourism behavior

Simple and isolatedSimple and isolated

Interactive and Interactive and

integratedintegrated

Linked and dynamicLinked and dynamic

Online Online

ordering/bookingordering/booking

High-level, full-function High-level, full-function

and comprehensive and comprehensive

Access useful and up-Access useful and up-

to-date informationto-date information

Asks questionsAsks questions

Search for tourist Search for tourist

product cataloguesproduct catalogues

Online bookingsOnline bookings

Online paymentsOnline payments

Passively get travel Passively get travel

informationinformation

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77

Background of the study:Background of the study:International student touristInternational student tourist

Economic impactEconomic impact of of youth travelyouth travel is is significant for the global tourism industrysignificant for the global tourism industry

Usually appreciate Usually appreciate changechange in their environments in their environments

Greater amount of Greater amount of disposable timedisposable time

Relative Relative absence of responsibilityabsence of responsibility

LackLack of mental and physical of mental and physical constraintsconstraints

They have received They have received little attentionlittle attention in tourism in tourism researchresearch

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88

Statement of the problem & Research Statement of the problem & Research objectivesobjectives

RQ1: What are the RQ1: What are the factorsfactors

that that influenceinfluence the the international college student to international college student to

employ IUTemploy IUT??

RQ2: To what RQ2: To what extentextent the the international college student international college student

are are involved in IUTinvolved in IUT??

RQ3: What constitutes RQ3: What constitutes

appealing featureappealing feature in a in a

tourism related tourism related websitewebsite for for international college student international college student users?users?

To identify the To identify the factorsfactors influencinginfluencing international international

college student (ICS) to college student (ICS) to use use internetinternet in their decision in their decision making behaviors.making behaviors.

To describe the internet use To describe the internet use

for tourism for tourism (IUT) behavior(IUT) behavior of of ICS. ICS.

To identify theTo identify the relationshiprelationship between the intensity of IUT and between the intensity of IUT and users’ characteristicsusers’ characteristics

To understand the To understand the

essential elementsessential elements in in developing the marketing of IUT.developing the marketing of IUT.

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99

CHAPTER 2: Review of Related CHAPTER 2: Review of Related Literature and StudiesLiterature and Studies

Intensity of IUTIntensity of IUT

Mathieson & Wall Model on Five-Stage Mathieson & Wall Model on Five-Stage

Process of Travel-Buying BehaviorProcess of Travel-Buying Behavior

Empirical studies and critical analysis Empirical studies and critical analysis

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1010


Bonn, Furr and Hausman (2000)Bonn, Furr and Hausman (2000)

RequestRequest destination information destination information

PurchasePurchase travel-related services. travel-related services.

Cheyne, Downes and Legg (2005)Cheyne, Downes and Legg (2005)

GatheringGathering general information general information

PlanningPlanning trips trips

ArrangingArranging trips. trips.

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1111

Mathieson & Wall Model on Five-Mathieson & Wall Model on Five-Stage Process of Travel-Buying Stage Process of Travel-Buying BehaviorBehavior

Tourist Profile:Socioeconomic and behavioral characteristics


Trip features

Trip distanceTrip distance

Trip pressureTrip pressure

Trip costTrip cost

Domestic pressureDomestic pressure

Party sizeParty size

Trip durationTrip duration

Confidence in travel intermediaries


Perceived risk and uncertainty of travel


Travel desireTravel desire

Information search

Information search

Image ofDestination

(+ or -)

Image ofDestination

(+ or -)

Information search

continued

Information search

continued

Assessment of travel

alternatives


alternatives

Travel decisionsTravel decisions

Travel arrangements

Travel arrangements

Travel experience and

evaluation


evaluation

Travel AwarenessTravel Awareness

Destination resources and characteristics

Primary resources

Primary resources

Tourist facilities and services


Political and economic and social structure


Geography and environment


InfrastructureInfrastructure

Internal accessibility


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1212

Empirical studies and critical Empirical studies and critical analysis analysis

Bonn, Furr and Hausman (2000): Bonn, Furr and Hausman (2000): Using Internet Technology to Using Internet Technology to

Request Travel Information and Purchase Travel Service: A Comparison of Request Travel Information and Purchase Travel Service: A Comparison of

X’ers, Boomers and Mature Market Segments Visiting FloridaX’ers, Boomers and Mature Market Segments Visiting Florida ..

Cheyne, Downes and Legg (2005): Cheyne, Downes and Legg (2005): Travel Agent vs. Internet: Travel Agent vs. Internet:

What Influences Travel Consumer Choices?What Influences Travel Consumer Choices?

Hyde and Lawson (2003): Hyde and Lawson (2003): The Nature of Independent TravelThe Nature of Independent Travel..

Lu and Lu (2004): Lu and Lu (2004): Development, Distribution and Evaluation of Development, Distribution and Evaluation of

Online Tourism Services in ChinaOnline Tourism Services in China..

Kim, Jogaratnam and Noh (2006): conducted the research of Kim, Jogaratnam and Noh (2006): conducted the research of

Travel Decisions of Students at a US University: Segmenting the Travel Decisions of Students at a US University: Segmenting the

international marketinternational market..

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1313

Empirical studies and critical Empirical studies and critical analysis (cont.)analysis (cont.)

AgeAge group had definite influence on IUT. group had definite influence on IUT.

The tourists, who visited the destination for the The tourists, who visited the destination for the second second timetime, intended to use internet, intended to use internet

LanguageLanguage is an important factor that influences the IUT is an important factor that influences the IUT behaviorbehavior

Only a Only a minority of FITminority of FIT has a has a planplan on attractions, on attractions, activities or travel routeactivities or travel route

SuccessSuccess factors and factors and DissatisfyDissatisfy factors of website factors of website

The student market is The student market is substantiallysubstantially concrete enough to concrete enough to

provide the provide the detaileddetailed studies studies

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1414

CHAPTER 3: Research FrameworkCHAPTER 3: Research Framework

Theoretical frameworkTheoretical framework

Conceptual frameworkConceptual framework

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1515

Theoretical frameworkTheoretical framework


IUT used on Information gathering

IUT used on Information gathering

IUT used on Travel

decisions

IUT used on Travel

decisions

IUT used on Travel

arrangements

IUT used on Travel

arrangements

IUT as a long term

consumer relationship

tool

IUT as a long term

consumer relationship

tool



IUT relatedTravel Awareness


Trip features Destination resources and characteristics


Trip costTrip cost



Confidence in IUT

Confidence in IUT

Key characteristics of the destination




Trip features


Trip pressureTrip pressure

Trip costTrip cost

Domestic pressureDomestic pressure








Information search

Information search

Image ofDestination

(+ or -)

Image ofDestination

(+ or -)

Information search

continued

Information search

continued


alternatives


alternatives

Travel decisionsTravel decisions

Travel arrangements

Travel arrangements


evaluation


evaluation

Travel AwarenessTravel Awareness

Destination resources and characteristics

Primary resources

Primary resources







InfrastructureInfrastructure



occupation, education, net income and age are taken out.

nationality , student’s identification number (ID), Grade Point Average (GPA) ,disposable money, total family income, living party, weekday internet use, weekend internet use, and push factors are added.





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1616

Conceptual frameworkConceptual framework

Research objectivesResearch objectives

To identify the factors To identify the factors

influencing international college influencing international college

student (ICS) to use internet in student (ICS) to use internet in

their decision making behaviors.their decision making behaviors.

To describe the internet use To describe the internet use

for tourism (IUT) behavior of ICS. for tourism (IUT) behavior of ICS.

To identify the relationship To identify the relationship

between the intensity of IUT and between the intensity of IUT and

users’ characteristics.users’ characteristics.

To understand the essential To understand the essential

elements in developing the elements in developing the

marketing of IUT.marketing of IUT.

Tourist ProfileTourist Profile

GenderGenderNationalityNationalityStudent IDStudent IDGPAGPADisposable moneyDisposable moneyTotal family incomeTotal family incomeLiving partyLiving partyWeekday internet useWeekday internet useWeekend internet useWeekend internet usePush factorsPush factors

Characteristics of Characteristics of the destinationthe destination

IUT related Travel IUT related Travel AwarenessAwareness


Trip featuresTrip features

Trip distanceTrip distanceTravel partyTravel partyFamiliar about the tripFamiliar about the tripTrip durationTrip durationTrip costTrip costTransportationTransportationConfidence in IUTConfidence in IUT


Not use IUT at allNot use IUT at all

IUT used on IUT used on Information Information gatheringgathering

IUT used on Travel IUT used on Travel decisionsdecisions

IUT used on Travel IUT used on Travel arrangementsarrangements

IUT as a long term IUT as a long term consumer consumer relationship toolrelationship tool

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1717

CHAPTER 4: Research Methodology CHAPTER 4: Research Methodology

Respondents and sampling Respondents and sampling proceduresprocedures

Collection of data/gathering Collection of data/gathering proceduresprocedures

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1818

Respondents and sampling Respondents and sampling proceduresprocedures

Research Instrument:Research Instrument: self-administered questionnaire

Target Population:Target Population: 17,798

undergraduate AU students

Sample Size:Sample Size:381

Sampling MethodSampling Method: non-probability

sampling

Pre-test:Pre-test: 30 student travelers

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1919

Collection of data/gathering Collection of data/gathering proceduresprocedures

Totally 400Totally 400 questionnaires will be questionnaires will be distributeddistributed

Distribute 300 questionnaires by hand in Distribute 300 questionnaires by hand in

Assumption University (Assumption University (200 in Hua Mak200 in Hua Mak

campuscampus and and 100 in Suvarnabhumi100 in Suvarnabhumi campus campus).).

Another Another 100100 questionnaires will be distributed questionnaires will be distributed

through through E-mailE-mail to reach the students who to reach the students who do do

notnot take take summer schoolsummer school. .

The The collectioncollection period is within period is within April, 2008April, 2008..

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2020

CHAPTER 5: Result and DiscussionCHAPTER 5: Result and Discussion

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2121

Descriptive analysisDescriptive analysis FindingsFindings PercentagePercentage

GenderGender Male Male FemaleFemale

43.943.956.156.1

NationalityNationality ThaiThaiChinese Chinese Indian Indian

59.359.319.119.1

8.68.6

Education/Student IDEducation/Student ID Undergraduate: Undergraduate: Below 471Below 471471 – 486471 – 486491 – 496491 – 496Above 496Above 496Graduate: Graduate: 471 – 486471 – 486491 – 496491 – 496Above 496Above 496

25.725.723.423.432.632.618.418.4

3.33.352.552.544.344.3

GPAGPA Below 2 Below 2 2.00 – 3.00 2.00 – 3.00 3.01 – 3.80 3.01 – 3.80 3.81 – 4.00 3.81 – 4.00

7.87.846.546.535.035.010.710.7

Disposable MoneyDisposable Money Below 3,000 Baht Below 3,000 Baht 3,000 – 10,000 Baht 3,000 – 10,000 Baht 10,001 – 20,000 Baht 10,001 – 20,000 Baht 20,001 – 50,000 Baht20,001 – 50,000 Baht50,000 Baht50,000 Baht

18.818.836.636.627.227.210.410.4

7.07.0

Summary of Descriptive Analysis Summary of Descriptive Analysis

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2222


Total Family Income Per MonthTotal Family Income Per Month Below 20,000 Baht Below 20,000 Baht 20,000 – 50,000 Baht 20,000 – 50,000 Baht 50,001 – 100,000 Baht 50,001 – 100,000 Baht 100,001 – 150,000 Baht100,001 – 150,000 BahtAbove 150,000 BahtAbove 150,000 Baht

5.25.226.126.126.126.117.517.525.125.1

Living PartyLiving Party Live aloneLive aloneLive with 1 personLive with 1 personLive with 2 personsLive with 2 personsLive with 3 personsLive with 3 personsLive with more than 4 personsLive with more than 4 persons

8.18.116.716.724.024.015.415.435.835.8

Internet UsageInternet Usage Use 1 – 2 hours Use 1 – 2 hours Use 2 – 5 hours Use 2 – 5 hours

29.829.841.841.8

Frequency of TravelFrequency of Travel Travel 1 time or less per year Travel 1 time or less per year Travel 2 – 3 times per year Travel 2 – 3 times per year Travel 4 – 5 times per yearTravel 4 – 5 times per yearTravel 6 – 8 times per year Travel 6 – 8 times per year Travel more than 8 times per yearTravel more than 8 times per year

15.115.139.239.220.620.6

6.86.818.318.3

Expenditure of Travel Per YearExpenditure of Travel Per Year Below 5,000 Baht Below 5,000 Baht 5,000 – 20,000 Baht 5,000 – 20,000 Baht 20,001 – 50,000 Baht 20,001 – 50,000 Baht 50,001 – 100,000 Baht 50,001 – 100,000 Baht More than 100,000 Baht More than 100,000 Baht

12.312.344.644.628.728.7

8.68.65.75.7

Summary of Descriptive Analysis Summary of Descriptive Analysis (cont.)(cont.)

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2323

Summary of Descriptive Analysis Summary of Descriptive Analysis (cont.)(cont.)


Booking MethodBooking Method Somebody else book for them Somebody else book for them Got phone number from internet, and then Call for Got phone number from internet, and then Call for

booking booking Booking on the hotel website Booking on the hotel website Booking on online travel agent websiteBooking on online travel agent website

44.444.427.427.422.222.218.318.3

DestinationDestination ThailandThailandChinaChinaOther country in AsiaOther country in AsiaOther countriesOther countries

56.056.015.215.214.914.913.913.9

Push FactorsPush Factors Looking for fun and entertainment Looking for fun and entertainment Seeing and learning Seeing and learning NatureNature

44.944.943.643.632.932.9

Pull FactorsPull Factors Sun sea and sand Sun sea and sand Attractions Attractions Time and cost Time and cost

46.046.044.944.938.638.6

Awareness from InternetAwareness from Internet Advertising and promotion onlineAdvertising and promotion online 29.529.5

Main TransportationMain Transportation Air Air Private car/vanPrivate car/van

43.943.929.829.8

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2424

Summary of IUT behaviors Summary of IUT behaviors

IUT BehaviorsIUT Behaviors Searching Searching (%)(%)

Planning (%)Planning (%) Arranging Arranging (%)(%)

UserUser 69.469.4 64.564.5 66.566.5

AccommodationAccommodation 22.622.6 24.224.2 21.721.7

DestinationDestination 21.421.4 17.017.0 15.115.1

Car HireCar Hire 5.75.7 7.67.6 11.411.4

FlightsFlights 17.317.3 15.115.1 19.119.1

PackagesPackages 14.214.2 18.518.5 13.913.9

CurrencyCurrency 9.39.3 9.49.4 8.08.0

ToursTours 9.59.5 8.38.3 10.810.8

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2525

Summary of Hypotheses Testing Summary of Hypotheses Testing

HypothesisHypothesis Statistics TestStatistics Test ResultResult(IUT)(IUT)

ResultResult(REG)(REG)

RemarksRemarks

HHoo1: There is no difference among tourists in 1: There is no difference among tourists in Travel DesireTravel Desire when classified by when classified by IUT IUT related Travel Awareness.related Travel Awareness.HHoo11 Independent Independent

Sample t-testSample t-testRejectedRejected

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2626

Summary of Hypotheses Testing Summary of Hypotheses Testing (cont.)(cont.)



RemarksRemarks

HHoo2: There is no difference among tourists in 2: There is no difference among tourists in Intensity of using IUTIntensity of using IUT when classified by when classified by

Travel DesireTravel Desire..

HHoo22 One way ANOVAOne way ANOVA RejectedRejected

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2727




RemarksRemarks


Traveler’s profile.Traveler’s profile.EducationEducation Independent Independent

Sample t-testSample t-testAcceptedAccepted AcceptedAccepted

GenderGender Independent Independent Sample t-testSample t-test

RejectedRejected RejectedRejected (IUT)(IUT)Female greater than MaleFemale greater than Male(REG) (REG) Female greater than MaleFemale greater than Male

NationalityNationality One way ANOVAOne way ANOVA RejectedRejected RejectedRejected

Independent Independent Sample t-testSample t-test

RejectedRejected (IUT)(IUT)Thai greater than Non-ThaiThai greater than Non-Thai

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2828


HypothesisHypothesis Statistics Statistics TestTest

ResultResult(IUT)(IUT)


RemarksRemarks

HHoo3: There is no difference among tourists in 3: There is no difference among tourists in intensity of using IUTintensity of using IUT when classified by when classified by

Traveler’s profile.Traveler’s profile.StudStudent ent IDID

GraduatGraduatee

One way One way ANOVAANOVA

AcceptedAccepted

UndergrUndergraduateaduate

RejectedRejected (IUT)(IUT) Below 471 greater than Above 496 Below 471 greater than Above 496491 – 496491 – 496 greater than 471 – 486 greater than 471 – 486491 – 496491 – 496 greater than Above 496 greater than Above 496

GPAGPA One way One way ANOVAANOVA

AcceptedAccepted RejectedRejected (REG) (REG) Below 2 smaller than Below 2 smaller than 3.01 – 3.803.01 – 3.80

Disposable Disposable incomeincome


RejectedRejected RejectedRejected (REG) (REG) Below 3,000 Baht smaller than Below 3,000 Baht smaller than 10,001 – 20,000 Baht10,001 – 20,000 Baht

3,000 – 10,000 Baht smaller than 3,000 – 10,000 Baht smaller than 10,001 10,001 – 20,000 Baht– 20,000 Baht

Above 50,000 Baht smaller than Above 50,000 Baht smaller than 10,001 10,001 – 20,000 Baht– 20,000 Baht

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2929


HypothesisHypothesis Statistics Statistics TestTest



RemarksRemarks

HHoo3: There is no difference among tourists in 3: There is no difference among tourists in intensity of using IUTintensity of using IUT when classified by when classified by

Traveler’s profile.Traveler’s profile.Total family Total family incomeincome


AcceptedAccepted RejectedRejected

Living partyLiving party One way One way ANOVAANOVA

RejectedRejected RejectedRejected (IUT)(IUT) None smaller than None smaller than 3 persons3 persons3 persons3 persons greater than 4 and above greater than 4 and above(REG) (REG) None smaller than 1 personNone smaller than 1 personNone smaller than None smaller than 3 persons3 persons2 persons smaller than 2 persons smaller than 3 persons3 persons3 persons3 persons greater than 4 persons greater than 4 persons

Internet useInternet use One way One way ANOVAANOVA

AcceptedAccepted AcceptedAccepted

Frequency of Frequency of traveltravel


RejectedRejected RejectedRejected (IUT)(IUT) 1 time and less smaller than 4 – 5 1 time and less smaller than 4 – 5 timestimes1 time and less smaller than More than 1 time and less smaller than More than 8 times8 times

Average Average overall overall expenditure expenditure per yearper year



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3030




RemarksRemarks


Characteristics of the destinationCharacteristics of the destination..

Pull Factors – Pull Factors – Sun & BeachSun & Beach


AcceptedAccepted

Pull Factors – Pull Factors – Time & CostTime & Cost


RejectedRejected (IUT)(IUT) PositivePositive

Pull Factors – Pull Factors – EventEvent



Pull Factors – Pull Factors – AttractionsAttractions



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3131




RemarksRemarks


Characteristics of the destinationCharacteristics of the destination..

Pull Factors – Pull Factors – FamilyFamily



Pull Factors – Pull Factors – Natural Natural EnvironmentEnvironment


AcceptedAccepted

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3232




RemarksRemarks

Ho5: There is no difference among tourists in Ho5: There is no difference among tourists in intensity of using IUTintensity of using IUT when classified by when classified by Trip Trip featuresfeatures..

Distance of trip Distance of trip One way One way ANOVAANOVA


Confident about the knowledge and Confident about the knowledge and expertise of their serviceexpertise of their service



Confident about the cheap price they Confident about the cheap price they offeredoffered



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3333




RemarksRemarks


Confident about what I arrange Confident about what I arrange through the internet is what I will getthrough the internet is what I will get


RejectedRejected RejectedRejected

Confident when making paymentConfident when making payment One way One way ANOVAANOVA


Confident about their ease of Confident about their ease of purchasingpurchasing



Confident about them when they Confident about them when they provide a large amount of helpful, up-provide a large amount of helpful, up-to-date and attractive informationto-date and attractive information



Confident about them when they Confident about them when they provide personalization serviceprovide personalization service



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3434




RemarksRemarks


Confident about them when they offer Confident about them when they offer unbiased adviceunbiased advice



Confident about them when they have Confident about them when they have refinement page and interface designrefinement page and interface design


RejectedRejected AcceptedAccepted

Confident about them when they have Confident about them when they have high speed of searching and browsinghigh speed of searching and browsing


RejectedRejected AcceptedAccepted

Confident about them when they had Confident about them when they had the ability to deal with complex travel the ability to deal with complex travel arrangementarrangement



Distance of tripDistance of trip One way One way ANOVAANOVA


Awareness that influence the desire of Awareness that influence the desire of traveltravel


RejectedRejected RejectedRejected

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3535


HypothesisHypothesis StatisticStatistics Tests Test



RemarksRemarks


Number of Number of people they people they travel withtravel with

One One way way ANOVA ANOVA

RejectedRejected RejectedRejected (IUT)(IUT) Girlfriend/ boyfriend coupleGirlfriend/ boyfriend couple greater than greater than More than 5 friendsMore than 5 friends(REG)(REG) One friend smaller than One friend smaller than Girlfriend/boyfriend coupleGirlfriend/boyfriend couple

The duration The duration that they staythat they stay

One One way way ANOVAANOVA

RejectedRejected RejectedRejected (IUT) (IUT) 1 day 1 night – 3 day 2 nigh smaller than 1 day 1 night – 3 day 2 nigh smaller than More than 3 day 2 night – 1 week More than 3 day 2 night – 1 week 1 day 1 night – 3 days 2 nights smaller than More 1 day 1 night – 3 days 2 nights smaller than More than 1 week – 2 weeksthan 1 week – 2 weeks(REG) (REG) Not stay overnight greater than 1 day 1 Not stay overnight greater than 1 day 1 night – 3 days 2 nightsnight – 3 days 2 nights

The cost of The cost of this trip per this trip per personperson


RejectedRejected RejectedRejected (IUT) (IUT) Below 3,000 Baht smaller than 3,000 – Below 3,000 Baht smaller than 3,000 – 10,000 Baht10,000 BahtBelow 3,000 Baht smaller than 10,001 – 25,000 Below 3,000 Baht smaller than 10,001 – 25,000 BahtBahtBelow 3,000 Baht smaller than Above 50,000 BahtBelow 3,000 Baht smaller than Above 50,000 Baht(REG) (REG) 10,001 – 25,000 Baht greater than Above 10,001 – 25,000 Baht greater than Above 50,000 Baht50,000 Baht

The language The language of websiteof website


AcceptedAccepted

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3636

DiscussionDiscussion

GenderGender and and citizenshipcitizenship play slightly differently play slightly differently roles in IUT.roles in IUT.

The The mature studentsmature students seem to spend seem to spend moremore

time in IUT time in IUT thanthan the the freshmen freshmen do.do.

Personalization servicePersonalization service appears to be the appears to be the principal concern as viewed by the majority of the principal concern as viewed by the majority of the respondents.respondents.

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3737


Respondents with strong academic performance within the Respondents with strong academic performance within the

GPA of 3.01 to 3.80GPA of 3.01 to 3.80 shows their shows their active active registrationregistration in tourism related website more than in tourism related website more than students whose GPA is below 2students whose GPA is below 2 . .

Disposable incomeDisposable income —be it dependant on family’s —be it dependant on family’s

funding or self-supported one—has funding or self-supported one—has negative negative effect on effect on

the the intensity of IUTintensity of IUT..

Respondents with Respondents with Disposable IncomeDisposable Income from from Baht Baht 10,001 to – Baht 20,00010,001 to – Baht 20,000 are likely to accept are likely to accept

online registeronline register in tourism related website. in tourism related website.

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3838


Time and CostTime and Cost comprise the pull factor, which comprise the pull factor, which

has has positivepositive influence toward influence toward intensity of IUTintensity of IUT. .

Students whose Students whose personal trip-expensespersonal trip-expenses range range

from from Baht 10,001 to Baht 25,000Baht 10,001 to Baht 25,000 appear to appear to

adoptadopt IUT IUT more than more than those with the cost of trip those with the cost of trip

per person above per person above Baht 50,000Baht 50,000..

Younger generationYounger generation is more likely to trust is more likely to trust internet.internet.

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3939


Internet features an Internet features an efficientefficient tool for travel tool for travel after after travelers have travelers have acquired some ideasacquired some ideas of the of the

places and wanted to look for places and wanted to look for more informationmore information

and and cost-effectivecost-effective arrangements. arrangements.

Online travelOnline travel starts from other starts from other online online activityactivity..

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4040

CHAPTER 6: CHAPTER 6: Conclusion and RecommendationConclusion and Recommendation

ConclusionConclusion

RecommendationRecommendation

Suggestion for Suggestion for

Further Research Further Research

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4141

Conclusions Conclusions

RO 1: RO 1: To identify the factors influencing international To identify the factors influencing international college student (ICS) to use internet in their decision college student (ICS) to use internet in their decision making behaviors.making behaviors.

Gender, nationality, years in the university, personal Gender, nationality, years in the university, personal economy, students’ livelihood, students’ frequency of economy, students’ livelihood, students’ frequency of travel, time spent and season of the trip, their budget travel, time spent and season of the trip, their budget planning or allowances, family’s influence, historical, planning or allowances, family’s influence, historical, cultural and aesthetic components of the places, internet cultural and aesthetic components of the places, internet reliability, page refinement, interface design, high speed of reliability, page refinement, interface design, high speed of searching and browsing, online awareness, familiarity of searching and browsing, online awareness, familiarity of the places visited, their company, duration of their stay, the places visited, their company, duration of their stay, and their personal expenditureand their personal expenditure

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4242

Conclusions (cont.) Conclusions (cont.)

RO 2: To describe the internet use for RO 2: To describe the internet use for

tourism (IUT) behavior of ICS. tourism (IUT) behavior of ICS.

IUT for IUT for searchingsearching (69.4%), IUT for (69.4%), IUT for

planningplanning (64.5%), (64.5%), arrangingarranging of their of their

trip (66.5%). trip (66.5%).

46.7% of respondents 46.7% of respondents registering registering on on

tourism related websitetourism related website..

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4343


RO 3: To identify the relationship between the intensity of RO 3: To identify the relationship between the intensity of IUT and users’ characteristicsIUT and users’ characteristics

Intensity of IUT and online registration more from Intensity of IUT and online registration more from femalefemale

students than students than malemale students. students.

Residents of Residents of ThailandThailand use internet more than the use internet more than the non- non-residentsresidents. .

The The freshmen studentsfreshmen students’ IUT turns out to be ’ IUT turns out to be smaller thansmaller than their senior and junior counterparts. their senior and junior counterparts.

maturity in social maturity in social and and academicacademic conduct conduct

The users’ factors on The users’ factors on incomeincome and and spending planspending plan

Characteristics of the students Characteristics of the students livingliving, , livelihoodlivelihood, and , and

exposureexposure to traveling. to traveling.

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RO 4: To understand the essential elements in RO 4: To understand the essential elements in developing the marketing of IUT.developing the marketing of IUT.

Tourist’s Tourist’s profile, profile, marketing marketing segmentationsegmentation

Custom-made Custom-made packagepackage for group for group

Online awarenessOnline awareness or appealing advertising. or appealing advertising.

Website designWebsite design

ReliabilityReliability of IUT and related technological features of IUT and related technological features

Long-term Long-term relationshiprelationship building. building.

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Recommendations Recommendations

Tourist’s profile and marketing Tourist’s profile and marketing

segmentation.segmentation.

Gender division, cultural aspect, ranges of Gender division, cultural aspect, ranges of

age of the internet user, family size, age of the internet user, family size,

allowance or budget in a travel, travel allowance or budget in a travel, travel

frequency upon the internet marketers’ frequency upon the internet marketers’

creation of packages.creation of packages.

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4646

Recommendations (cont.)Recommendations (cont.)

Package offered.Package offered.

Numbers of company (4-people-group Numbers of company (4-people-group

student-travelers). student-travelers).

Affordable budget, cost-effectivenessAffordable budget, cost-effectiveness

Festivities, vacation, seasonsFestivities, vacation, seasons

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Website design.Website design.

Refinement page and interface designRefinement page and interface design

High speed of searching and browsingHigh speed of searching and browsing

Personalization servicePersonalization service

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Online awareness.Online awareness.

Online travelOnline travel starts from other starts from other online online

activityactivity

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Long term relationship buildingLong term relationship building

Ensuring the Ensuring the repeat purchasingrepeat purchasing and and save save

promotion expensespromotion expensesEncompasses the technical elements to assure the Encompasses the technical elements to assure the

customers’ satisfaction through customers’ satisfaction through reliability of reliability of

the website, ease of purchasing, the website, ease of purchasing, andand

personalization servicepersonalization service..

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5050

Suggestions for further research Suggestions for further research

A study on interaction between A study on interaction between

registered users and their websites.registered users and their websites.

The study will not only The study will not only indicate indicate users’ users’

behavior behavior and and expectationexpectation in the tourism in the tourism

related internet development, but also help facilitate related internet development, but also help facilitate

businesses who use the tourism related internet in businesses who use the tourism related internet in

improvingimproving their their websiteswebsites accordingly. accordingly.

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5151

Suggestions for further research Suggestions for further research (cont.)(cont.)

A comparative study on internet using A comparative study on internet using between romance travelers and family travelers.between romance travelers and family travelers.

Travelers may engage themselves in IUT differently Travelers may engage themselves in IUT differently

when they plan to travel with when they plan to travel with different sizedifferent size of the of the

company, as well as with company, as well as with different purposedifferent purpose. The . The result from the comparison of IUT behavior between result from the comparison of IUT behavior between romancers and family people is likely to help in romancers and family people is likely to help in

developing developing web designweb design and and package package specificspecific for their needs. for their needs.

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Suggestions for further research Suggestions for further research (cont.)(cont.)

A study on the influence and effectiveness of A study on the influence and effectiveness of

advertising or online awareness.advertising or online awareness.

Online awarenessOnline awareness seems prevalent in this seems prevalent in this

study, and a future study on their study, and a future study on their influenceinfluence and and

effectiveness effectiveness should interest the should interest the

advertisersadvertisers or or marketersmarketers in finding in finding

innovative approaches to appeal to the tourist innovative approaches to appeal to the tourist

internet users.internet users.

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5353

Question and AnswersQuestion and Answers