This research aims to investigate the progression of e-business adoption in Thai tourism enterprises in order to define the progression levels. The levels of E-tourism business progression are determined in four stages: online presence, interactive online presence, electronic transactions, and enterprise integration. The survey results reveal that e-business progression of most Thai tourism enterprises remain in online presence stage. Most Thai tourism enterprises which adopted e-business have not progressed further to stage 2, 3, and 4. There are more hotels which have reached higher stages than travel agents for almost every web features. This can be implied that the tourism enterprises have not paid careful attention to details of their websites, nor do they perceive usefulness and importance of informative websites. We conclude that the lack of perceived usefulness and an importance of ebusiness could impede the progression to further stages.
Rotchanakitumnuai, S; Kaewkitipong, L; and Ractham, P, "Thai E-Tourism Business Progression Classification" (2011). ICEB 2011 Proceedings (Bangkok). 53.