THE EFFICIENCY OF TOURISM ORGANIZATION MANAGEMENT USING DIGITAL TECHNOLOGY
Keywords:
Organization management efficiency, tourism, foreign travelers, digital technologyAbstract
This study aimed to investigate the interaction between biosocial characteristics, the provision of services via websites and social networks, as well as the response of individual demands, affecting the effectiveness of tourism organization management of foreign tourists. The study was designed as a mixed-methods study that focused particularly on quantitative research. A sample survey of 500 international visitors to Thailand who completed the questionnaire served as the basis for the study. The statistics were also incorporated into the relationship path analysis to ascertain the influence of the relationship. Using interviews with the sample group, a qualitative research method was also used to fill in gaps in the study and support the quantitative research.
The relationship influence study suggests that social media has the greatest influence on the efficiency of tourism organization management among travelers. In addition, the social media component, in association with meeting individual needs, affects the relationship in terms of the efficiency of tourism organization management of travelers. Consistent with qualitative study, the aforementioned findings indicate that social media has a significant impact on tourist tourism as a function of the website's potential to satisfy different needs. Therefore, these characteristics are relevant and essential to the efficiency of tourism organization management using digital technology. In addition, in this research, it is found that research on tourism organization management of foreign tourists is necessary to study the path of causal factors in order to know the direct effect, indirect effect, and total effects of every variable since every variable has a causal interrelated influence.
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