Tourism is one of the largest and fastest growing industries worldwide. It helps to support the economic
growth and development of many countries, Thailand included. A key engine of the growth of tourism
has been the Internet, especially over recent years. One of the objectives of the Second ICT Master Plan in
Thailand is to promote the use of ICT, namely the Internet, e-commerce, online marketing, payment
systems, and reservation systems for businesses associated with tourism. Although more businesses and
users have embraced e-commerce and online reservation systems (e-booking), very few studies have
been conducted on their usage and adoption especially in the context of a developing country like
Thailand. This study attempts to identify the factors and the degree of influence that each factor has on
the intention to use e-booking. The findings of the study, including academic and practical implications,
and recommendations are provided.