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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4340

Title: The impact of Chinese tourists’ use of Weibo as their tourist destination selection to Thailand
Authors: Danqi Li
Keywords: Weibo
Chinese Tourists
Destination Selection
Issue Date: 2020
Publisher: Bangkok University
Abstract: Nowadays, with the continuous updating of new media, Weibo has always been concerned by tourists with its functional features. Obtaining tourist information from Weibo has become an important source of tourist information. This study aims to figure out the effect of Weibo on Chinese tourists’ destination selection to Thailand, through measures with four factors of Weibo including the strength of Weibo information attraction, Weibo celebrity, information credibility and interact. Quantitative approach was used to describe and analyze the effects of Weibo on Chinese tourists’ destination selection to Thailand. Four hundred and fifty respondents have participated in this survey by using random questionnaire. The Multiple Regression and Simple Regression approach were used for data analyzing with the significance level of .05. The main findings of this study indicated that Weibo has positive influence on Chinese tourists to select destination to Thailand.
Description: Independent Study (M.Com.Arts)--Strategic Communications, Graduate School, Bangkok University, 2019
Advisor(s): Suwannee Luckanavanich
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4340
Appears in Collections:Independent Studies
Independent Studies - Master

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