The Issue on eTravel Business: The Impact of Poor Digital Media Design – A Case of Thailand

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Punyavee Visadsoontornsakul
Punyavee Visadsoontornsakul
1 Faculty of Liberal Arts, King Mongkuts Institute of Technology Ladkrabang

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This research investigates the cause of revenue deceleration in eTravel in Thailand, about the design of digital media. eTravel involves the purchasing activities of customers, for example in online travel service booking and online ticketing. These services are provided by businesses with an online presence, known as eTravel service providers. The quantitative research approach determines the relationship between satisfaction factors in digital media design and conversion. The reasons for failure in eTravel conversion are presented as association rules. The research results are used as inputs for developing digital media design guidelines-for example, in recommendations for website design to engage more customers and result in conversions. By applying the guidelines on digital media design, the local eTravel service provider can successfully increase eTravel revenue. In this study, eTravel increased in revenue by 42.50% on average, compared to the same month in the previous year. This confirms the applicability of the proposed guidelines.

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No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Punyavee Visadsoontornsakul. 2018. \u201cThe Issue on eTravel Business: The Impact of Poor Digital Media Design – A Case of Thailand\u201d. Global Journal of Management and Business Research - F: Real estate, Event, Tourism Management & Transporting GJMBR-F Volume 18 (GJMBR Volume 18 Issue F2): .

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GJMBR Volume 18 Issue F2
Pg. 17- 25
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-F Classification: JEL Code: L83
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v1.2

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December 18, 2018

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English

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This research investigates the cause of revenue deceleration in eTravel in Thailand, about the design of digital media. eTravel involves the purchasing activities of customers, for example in online travel service booking and online ticketing. These services are provided by businesses with an online presence, known as eTravel service providers. The quantitative research approach determines the relationship between satisfaction factors in digital media design and conversion. The reasons for failure in eTravel conversion are presented as association rules. The research results are used as inputs for developing digital media design guidelines-for example, in recommendations for website design to engage more customers and result in conversions. By applying the guidelines on digital media design, the local eTravel service provider can successfully increase eTravel revenue. In this study, eTravel increased in revenue by 42.50% on average, compared to the same month in the previous year. This confirms the applicability of the proposed guidelines.

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The Issue on eTravel Business: The Impact of Poor Digital Media Design – A Case of Thailand

Punyavee Visadsoontornsakul
Punyavee Visadsoontornsakul Faculty of Liberal Arts, King Mongkuts Institute of Technology Ladkrabang

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