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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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