Motivation and Tourism Elements Effecting Internet Tourism Information Seeking Behaviors of Tourists in Bankok

Abstract

         This study aimed to examine the motivation and components of tourism effecting Internet tourism information-seeking behavior of tourists in Bangkok. The sample was the Bangkok residents (n= 400) and stratified random sampling method was applied. The data was analyzed using frequency, percentage, mean, standard deviation, Pearson correlation coefficient and multiple regression. The results showed that the majority of the respondents were female with bachelor's degree and single status, age between 20 - 30 years, work with private company with average income of 15,000-20,000 baht/month. The majority of them had more than 3 years of experience in using Internet for searching tourism information. Search engine frequently used was Google and searching for travel information about 2-3 times a week. The information frequently searched is interesting tourist attractions. Majority of the respondent use smartphones for searching. The hypothesis test found that motivation has no influence on the Internet tourism information-seeking behavior of tourists in Bangkok, however; tourism components has influence on the Internet tourism information-seeking behavior of the tourists.