ELECTRONIC COMMERCE DEVELOPMENT FOR SMALL AND MEDIUM TRAVEL ENTERPRISES IN THAILAND: A STAGE MODEL
Keywords:
Competitive Advantages, E-Commerce, E-Commerce Development, eMICA Model, SMEs in Travel EnterprisesAbstract
Electronic commerce (e-commerce) has been widely used in the tourism industry to enhance tourism business’s potentials and competitive advantages. The key benefits of employing e-commerce are to increase operational efficiency, reduce costs, and create customer and supplier intimacy. It also offers products and services to a niche market to satisfy the needs of customers. However, the adoption of electronic commerce for small and medium travel enterprises (SMEs) in Thailand is still limited owing to their unfamiliarization with conducting online business. This article presents electronic commerce development guidelines for Thai travel SMEs to apply in their operations following a stage model for e-commerce development, based on the theory of Extended Model of Internet Commerce Adoption (eMICA) developed by Burgess, Cooper, and Alcock (2001). The eMICA model was used to explain the various stages of website adoption which can be categorized into three stages. The first stage is the promotional stage. In this stage, the website is used to promote company’s products and services. The second stage is the distribution of information and services stage. In this stage, the website can be used to communicate between businesses and customers and/or the business and business in two-way communication. The third stage is the processing stage which is regarded as the most advanced stage in handling online สุทธิปริทัศน์ ปีที่ 30 ฉบับที่ 93 มกราคม - มีนาคม 2559 19 business transaction. In addition, facilitators and obstacles in each stage of electronic commerce development are covered. This article provides a guideline for those tourism business owners interested in adopting electronic commerce with the hope to strengthen their competitiveness in both domestic and international tourism industries.
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