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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5398

Title: Impact of Thailand Tourism via SNS on Korean Tourist’s Tourist Motivation and Travel Intention to Thailand
Authors: Hyunah Oh
Keywords: Tourism Information
Social Network Service (SNS)
Travel Motivation
Travel Intention
Issue Date: 2021
Publisher: Bangkok University
Abstract: The purpose of this study is to analyze the influence of SNS tourism information characteristics on Korean tourists' travel motives and travel intentions and suggest ways to use SNS tourism information to Korean tourists to determine Thailand as a travel destination. Two hundred Korean users aged 19 years to 69 years were selected using snowball sampling method. All respondents had been exposing to SNS tourism information from 2021-2022. The mean and standard deviation was tabulated using Regression Analysis with the statistical significance of 0.05. The study revealed: 1) The credibility and interaction of Korean tourist’s with SNS had a significant effect on their tourism motivation for Thailand. The results found that credibility and interaction can predict at the rate of 12.7% which is considered to be low level. The results revealed that interaction was a significant positive predictor of their tourism motivation while credibility was insignificant predictor when analyzed separately. 2). Korean tourist’s motivation about tourism in Thailand can significantly predict their travel intention to Thailand and their tourism motivation can significantly predict their travel intention at rate of 71% which is considered be high prediction. All factors of tourism motivation, including novelty (knowledge sharing), ego enhancement, fulfilling prestige, rest/ relaxation, socialization, and cultural enrichment are significant positive predictors of their travel intention.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2021
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5398
Appears in Collections:Independent Studies
Independent Studies - Master

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