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This research identifies the multi-channel electronic service quality of Thai e-tourism including various online channels such as websites, social networks, smartphones, and Internet of Things, and their impact on cognitive image. The analysis of the factors of electronic tourism based on the survey from Thai and foreign tourists, the service quality of multichannel E-tourism consists of 8 factors: tangibility, responsiveness, reliability, trust, accessibility, ease of use, real time IoT, and security. The results of the study showed that the tourists considered the service quality via the Internet of Things technology important because of immediate responsiveness through devices and applications which can create cognitive and affective image.