— This research paper aimed to explore the usage of electronic channels or Internet technology of local homestay entrepreneurs in Bang Khonthee District, Samut Songkram Province in their homestay business; and to investigate endogenous and exogenous factors that facilitated an adoption of e-marketing technology and innovation in their homestay business. The research was conducted with 35 local homestay entrepreneurs. An investigation of endogenous and exogenous factors that facilitated e-marketing adoption of the homestay entrepreneurs unveiled geographical and physical attributes as significant factors, whereas the homestay business competitive intensity in the area, knowledge about tourist attractions and availability of personal homestay business website were less significant factors. Implication of the research findings encompassed a discussion of the main findings and suggestions towards emarketing in homestay establishments as the small enterprise.
— Homestay entrepreneurship, e-marketing, technology and innovation.
Siripen Yiamjanya is with Suan Sunandha Rajabhat University, Bangkok, Thailand (e-mail: email@example.com, firstname.lastname@example.org).
Cite: Siripen Yiamjanya, " Endogenous and Exogenous Factors for e-Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand," Journal of Economics, Business and Management vol. 4, no. 1, pp. 40-46, 2016.