FACTORS INFLUENCING CHOICE DECISION BEHAVIOR OF CHINESE TOURIST ON THAI AIR TICKET ONLINE BOOKING: A CASE STUDY OF CTRIP.COM, QUNAR.COM, ELONG.COM

Abstract

In this research, the questionnaire was designed to factors choice decision behavior of Chinese tourist on Thai air-ticket online booking related to top three booking websites, trip.com, Qunar.com, eLong.com, include 7P’s marketing mix, brand, technology support, security, latest update of content/material, maintenance support, membership, perceived usefulness, customer relationship management. The survey questionnaires forms were distributed by online survey which include three channels to distribute questionnaires (email, wechat, and QQ) form 1st March to 15th March 2017. The target to distribute questionnaires are the Chinese customers who want have experiences or already have experiences to bought air ticket online through top three booking websites, trip.com, Qunar.com, eLong.com to travel in Thailand Random sampling method was used to collect data.