Research on the Image Management of Ctrip Cross-Border Tourism Product Project

Authors

  • Huang Yongrui Student of School of International College, Maejo University, Chiang Mai 50290, Thailand.
  • Napat Ruangnapakul Lecturer of School of International College, Maejo University, Chiang Mai 50290, Thailand.
  • Winitra Leelapattana Lecturer of School of International College, Maejo University, Chiang Mai 50290, Thailand.
  • Prayong Kusirisin Lecturer of School of International College, Maejo University, Chiang Mai 50290, Thailand.

Keywords:

Ctrip, Cross-border tourism product, the image, information quality

Abstract

This study aims to improve the image management of Ctrip's cross-border tourism projects. In the process of this research, study is conducted from the perspective of customers from three aspects: (1) Customers' evaluation of Ctrip's cross-border tourism project. (2) Customers' evaluation of the information quality of cross-border tourism projects in Ctrip's Internet information. (3) Analyze and evaluate the relationship between the information quality of Ctrip's cross-border tourism projects and their cognitive image. Based on literature review and relevant theoretical framework, the correlation between Ctrip cross-border tourism project image and information quality has been proved. The results show that the information quality of Ctrip cross-border tourism projects can directly affect the image of enterprise projects through the evaluation of Ctrip cross-border tourism project image. Finally, other influencing factors in the image building of Ctrip cross-border tourism projects need to be further explored.

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Published

2022-12-30

How to Cite

Yongrui, H., Ruangnapakul, N., Leelapattana, W., & Kusirisin, P. (2022). Research on the Image Management of Ctrip Cross-Border Tourism Product Project. RMUTL Journal of Business Administration and Liberal Arts, 10(2), 101–116. Retrieved from https://so05.tci-thaijo.org/index.php/balajhss/article/view/256968

Issue

Vol. 10 No. 2 (2565): Vol 10 No 2 (2022): July - December 2022

Section

Research article

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