Perception of risk that is related to the behavior of purchasing tours and booking accommodations online through e-commerce among Thai tourists in Bangkok

Abstract

The research on risk perception associated with online tour purchasing and reservation activities through social commerce in Bangkok aims to 1) study the risk perception of travel purchases and reservations online through social commerce in Bangkok 2) study online marketing strategies for travel purchases and reservations online through social commerce 3) study the relationship between risk perception and online booking behavior through social commerce in the district of Bangkok. The survey was conducted on 385 sets of online tour buyers or reservations via social commerce in Bangkok, using statistics that analyze general information using descriptive statistics such as average and standard deviation, and Pearson correlation coefficients. The research found that 1) the risk perception level of tourists buying tours and booking accommodations online through social commerce in Bangkok was moderate. The perceptions on the social and self-development aspects were at a high level. As for the opportunities and time, financial, mental, and security aspects, the survey results were moderate. 2) Overall, the comment level on online marketing strategies of online tour purchases and reservations through social commerce in Bangkok was very high. On average, it was found that the levels of positioning businesses, online influencers and online attractions were high and the focus on social networking was moderate. 3) The study on the correlation coefficient between risk perception and online booking behaviour through social commerce in Bangkok found that the risk perception of financial outcomes, opportunity/time, social, mental security, and the self-development aspect has a positive correlation with online marketing strategies in all areas.