DIGITAL TRANSFORMATION AND SUSTAINABILITY IN TOURISM INDUSTRY: A CRITICAL ANALYSIS OF ICT INTEGRATION IN THAILAND'S TOURISM ECOSYSTEM

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.