The Measurement Model of E-Marketing Capabilities for Accommodation Business in Southern Tourism Provinces

Abstract

The purposes of this study are: (1) to study the information technology implementation in marketing activities of accommodation business in southern tourism provinces, and (2) to analyze the measurement model of e-Marketing capabilities of accommodation business in southern tourism provinces–Krabi, Phangnga, Phuket, Songkhla, and Surat Thani. The population was 855 accommodation businesses in southern tourism provinces of Thailand, and the samples in this study were administrators, entrepreneurs, and associate in organizing accommodation. The questionnaires were distributed to 855 hotels and resorts by using face-to-face, direct mail, and online survey. In total, 256 hotels and 207 resorts out of 855 accommodation business responded and the data obtained were analyzed using Confirmatory factor analysis (CFA). The result found that the measurement model of e-Marketing capabilities has four dimensions–IT infrastructure, human IT resources, IT-enabled intangible resources, and IT reconfigurability, and is at good-fit.