The Behavior and Factor in Using Digital Media for Marketing that Effect the Tourists of Cultural in Suan Dusit Area

  • อนพัทย์ หนองคู วิทยาลัยสถาปัตยกรรมศาสตร์ มหาวิทยาลัยราชภัฎสวนสุนันทา
Keywords: Digital Marketing, Cultural Tourism

Abstract

The research on “The Behavior and Factor in Using Digital Media for Marketing that Effect the Tourists of Cultural in Suan Dusit Area” has objectives to study the behavior of using digital media marketing in the cultural tourism of the tourists, and digital media marketing which affect to behavior of the tourists in the cultural tourism. The population is the tourists in Suan Dusit area for 400 persons. The research tools for collecting data are analysis of questionnaires to prove the hypothesis with the statics F-test and T-test, correlation analysis, and the qualitative research. The research result is most of tourists are teenagers to middle age which are the generation Z and M (Millennial). The tourists can access to tourism information by social media/ digital media. The behavior in the using of digital media marketing in the cultural tourism of tourists was found that respondents have various purposes for using digital media and with more than one way, but most of them used the online public relation media, online advertising, online sales promotion, respectively. The entrepreneurs developed the online service for tourism service, includes information which is communicated through the Digital Application which are the Integrated Marketing Communication. The hypothesis testing was found that all factors of digital media marketing are related to the decision behavior of the tourists for the cultural tourism with positive correlation of 99 percent of confidential level. Moreover, the opinions on the factors of digital media marketing of tourists in each aspect (gender, income, education) is indifferent except for some factors, such as personal factor or employees factor of tourists at the different income levels which are statistically significant with 95 percent confidential level.

Downloads

Download data is not yet available.

References

Aekmaphaisarn, J. & Teeranont, S. (2010). The effect of foreign tourists’ destination image towards decision-repeated traveling in Bangkok, Thailand: after political crisis 2013 to 2014. Economics and Public Policy Journal, 2016(13), 38-55.

Apitsada Nethercott. (2560). Introducing Artificial Intelligence (AI) tools that intelligently boost your marketing strategy and increase sales. Retrieved from https://contentshifu.com/artificial-intelligence-ai-marketers/

ARIP. (2016). SIPA launches SEE THRU THAILAND AR Application Supporting exciting tourism businesses. Retrieved from https://www.aripfan.com/see-thru-thailand-app/

Brandbuffet. (2017). Decoding Behavior and Access to Gen Z Consumers!. Retrieved fromhttps://www.brandbuffet.in.th/2017/01/gen-z-thailand-consumers-kantar-millward/

Brandbuffet. (2018). Solo travel # alone can travel Popular trend for Thai people who like to travel solo traveling abroad. Retrieved from https://www.brandbuffet.in.th/2018/12/solo-traveling-visa-global-travel-intention-study/

Chomin,I. (2018). The Factors that Influence Behavioral Intention of Chinese tourists in cultural tourism. Unpublished master’s thesis, Burapha University.

Dailynews. (2014, January 5). The Department of Tourism launches the TTS Explorer application on a smart phone with Android operating system. Retrieved from https://www.dailynews.co.th/it/206370

DigitalAsia. (2019). Workflow between website OTAs users and accommodation providers. Retrieved from http://digitalasia.co.th/2017/using-otas-steps/

Division of Tourism Economy and Sports. (2016). International Tourist Arrivals to Thailand. Retrieved from

https://www.mots.go.th/more_news.php?cid=486&filename= index

Division of Tourism Economy and Sports. (2017). International Tourist Arrivals to Thailand 2017. Retrieved from

https://www.mots.go.th/more_news.php?cid=465&filename=index

GoBear. (2560). 10 apps " cheap plane ticket reservations" on the traveler , must load quickly!. Retrieved from https://www.gobear.com/th/blog/travel-insurance/10-travel-apps-for-cheap-flights

Jariyajamsit,S. & Pasunont, P. (2015). THE DECISION MAKING FOR TOURISM IN THAILAND BY FOREIGNER TOURISTS. Dusit Thani College Journal, 10(1), 105-114. Retrieved from http://www.dtc.ac.th/2016/images/stories/journal/year10/10-1-8.pdf

Kapook. (2014). Thailand is ranked in the top 10 in the world by UNWTO (2014). Retrieved from https://travel.kapook.com/view95929.html

Kasikornbank. (2018). Travel trends are good. SME hurry to seize opportunities. Retrieved from https://kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Pages/Tourism-trend_SME Opportunity.aspx

Marketeer. (2017). European Travelers: Which gen? What kind of trip. Retrieved from https://marketeeronline.co/archives/4340

MarketingOops!. (2018). 6 steps to creating a content plan in Social Media. Retrieved fromhttps://www.marketingoops.com/exclusive/how-to/6-step-to-make-social-media-content-plan/

Office of the Permanent Secretary for Tourism and Sports. (2017). Art tourist Plan 2 (2017 - 2021). Retrieved from http://www.dpe.go.th/content/file/download/0524171495596785.pdf

Phiboolroongroj, P. (2018). SoLoMo Tourism. Retrieved from https://pairach.com/solomo/

Phongnopparat, K. (2017). Overview of situations and trends of world tourism development ASEAN and Thailand. Retrieved from http://msi.citu.tu.ac.th/public/upload/2.Trends%20and%20Issues%20of%20Tourism.pdf

Pitakkarnjanakul, S. (2018). Solo Travel Traveling alone but with more friends. Retrieved from https://thematter.co/sponsor/crp-solo-travel-01/66408

Posttoday. (2014, March 17). Digital advertisements skyrocketed overall Retrieved from https://www.posttoday.com/finance/news/284050

Posttoday. (2016, April 14). Tourism technology direction. Robots come fast and strong. Retrieved from https://www.posttoday.com/market/news/426548

Prachachat. (2017, Septemner 9). UNWTO reveals world tourism in the first half of the year grew by 6.4%, the strongest in 7 years!.Retrieved from https://www.prachachat.net/world-news/news-36420

Prachachat. (2018, January 4). Travel trends in 2018 drive the global economy. Retrieved from https://www.prachachat.net/world-news/news-95925

Prachachat. (2019, February 9). Forming the platform "TAGTHAI" against the OTA giant to gather to travel to Thailand. Retrieved from https://www.prachachat.net/tourism/news-288377

Puengbamroong, S. (2015). Develop strategic digital marketing communications for business creative tourism.for backpackers. Master’s Independentstudies, Bangkok University.

Sangyenphan, C. (2011). The effect of online media information on travel decision making of Thai tourists. Unpublished master’s thesis, Chulalongkorn University.

Sengmanee, S. (2013). The Effectiveness of Online Integrated Marketing Communication on Attitude, Behavior,and Satisfaction among Tourists in Chanthaburi. Unpublished master’s thesis, Kasetsart University.

Siam Commercial Bank. (2017). 3 Current trends Adjust the tourism business look. Retrieved from https://www.scbeic.com/th/detail/product/3369

Siripen Yiamjanya & Kevin Wongleedee. (2014). International Tourists’ Travel Motivation by Push-Pull Factors and the Decision Making for Selecting Thailand as Destination Choice. World Academy of Science. Engineering and Technology International Journal of Humanities and Social Sciences. 8(5), 1348 – 1353. Retrieved from http://waset.org/publications/9998199/international-tourists-travel-motivation-by-push-pull-factors-and-the-decision-making-for-selecting-thailand-as-destination-choice

Sithanon, K. (2015). Thai Tourists’ Lifestyle, Online Media Use and Purchasing Intention of Tourism Products and Services Unpublished master’s thesis, National Institute of Development Administration.

TAT Intelligence Center. (2015). Sharing Economy About sharing?. Retrieved from http://www.etatjournal.com/web/menu-read-tat/menu-2015/menu-22015/653-22015-sharing

The World Tourism Organization (UNWTO). (2017). International Tourist Arrivals 2017 Infographics. Retrieved from http://media.unwto.org/content/infographics

Tourism Authority of Thailand. (2017). TAT launches the Thailand AR EXPLORER application to open a virtual reality tourism experience in Thailand. Retrieved from https://thai.tourismthailand.org/

Trip Space. (2561). Top 5 Technology Trends in Travel & Tourism 2018. Retrieved from https://m.facebook.com/tripspace.co/posts/1732523266770348

Trivago. (2019). Hotel search trivago acquires AI platform tripl, expands travel recommendations based on Artificial Intelligence. Retrieved from https://company.trivago.com/press/

Uthayan, C. (2008). Tourist Behavior. Retrieved fromhttps://touristbehaviour.wordpress.com/1/

Wangsai, C. (2016). Keep Calm and Understand Gen Y. Retrieved from http://www.etatjournal.com/web/menu-read-tat/menu-2016/menu-42016/751-42016-gen-y

Withayathanaratana, S. (2011). Anti Tourist Trend. Retrieved from http://www.etatjournal.com/web/menu-read-web-etatjournal?catid=0&id=321

Wongarthit, S.& Wannawanich, Y. (2015). Factors Affecting Thai Tourists’ decision making in nostalgia tourism. Dusit Thani College Journal, 10(1), 115-131. Retrieved from http://www.dtc.ac.th/2016/images/stories/journal/year10/10-1-9.pdf

XIE KANGLE. (2556). The Factor Affecting Chinese Tourist’s Decision Making in Driving a Car to Visit Chiang Mai. Unpublished master’s thesis, Nakornpathom Rajabhat University.

Published
2020-12-27
How to Cite
หนองคูอ. (2020). The Behavior and Factor in Using Digital Media for Marketing that Effect the Tourists of Cultural in Suan Dusit Area. Research and Development Journal Suan Sunandha Rajabhat University, 12(2), 1-15. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/240100
Section
Research Articles