Nowadays, numerous governments have been becoming to support tourism industry. For example Japan goals to attract more foreign tourists as part of its economic strategy. Thailand is a one of Asean countries that Japan has been selectively accepting visa-waiver schemes since July 2013 (The Nation 2015). JNTO (2015) report that the amount of Thai visitors to Japan in January 2015 growth to 64.90 percent. From example, it affect to increasing of rivalry on online reservation industry every year due to growth of traveller’s demand; who prefer convenient and speed. The online booking websites are becoming more approved, such as travel metasearch engine (an interface that demonstrations hotel availability and pricing data from multiple source), and Online Travel Agencies (OTAs) (Schieber 2014). Thus, understanding behaviour of customer’s target will helpful the organization which providing the online hotel reservation to reach the Thai customer. And, the hotel also able to motivate the customer by improve service quality on website. Furthermore, this research will benefit for the local government sector as the government support in campaigns to encourage amount of Thai visitors for access to the website.