Kanjanasit Chinnapha

This study reviews implementation of ICT in the tourism industry in Thailand, focusing on the use of technology to improve service quality. A systematic review was conducted using Scopus and Web of Science databases. The results indicate that there are few studies on technology in the tourism industry Thailand, especially for the preservation of culture, environment, and heritage. A few studies are theoretically based and more than half of the studies apply quantitative methods. Directions for further research are provided. This review study highlights the triangle model technology including ICT, tourists, and tourism ecosystem to develop smart tourism in Thailand. Where a conceptual framework for the adoption of ICT in travel and tourism for efficiency and competitive advantage was further formulated.

The relationship between customer experience towards customer loyalty in online food delivery services in Thailand has been the subject of a few studies on customers in Generation Z. This study aims to explore the effect of the perception of customer experience, customer satisfaction, and customer loyalty, focusing on Generation Z in online food delivery service. The samples are randomly selected from 400 respondents from Generation Z in Thailand. This analysis uses quantitative research and statistical assessment, including descriptive statistics, Exploratory Factor Analysis (EFA), and Linear Regression Analysis. The result of EFA indicates that the perception of customer experience is identified by 3 factors: namely 1) food quality, 2) convenience and reliability of service, and 3) price. Moreover, the linear regression analysis shows that food quality, convenience and reliability of service, and price are significant motivating factors of customer satisfaction. As a result, customer satisfaction has a positive effect on customer loyalty.