Factor Analysis of Digital Content Creation to Form Travelling Motivation: Perspectives of Thai Tourists
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Abstract
The research’s purpose of this quantitative research was to combine and confirm factor analysis (CFA) of digital content creation to form travelling motivation in Thai tourist. The samples were Thai tourists, who are social media users, having viewed pictures, text, video clips of tourist attractions, accommodation, restaurants and other related services in the tourism business and services through social media and decided to travel after viewing that tourism contents. The sampling indicated 420 samples collected by using online questionnaire. The data collected were statistically analyzed by using the Confirm Factor Analysis (CFA) method. The results showed that an exploratory component analysis of 21 variables could be grouped into 4 new components: Digital Content Format; Mode and Tone, Communication Chanel, and Tourist Destination Image. All factors had Kaiser-Meyer-Olkin (KMO) of 0.895, with Eigen value between 1.169 – 8.263 and with all Factor loading between 0.470 - 0.786. All variables had a positive relationship with each other at a statistical significance level of 0.001, aligning with the content creation guidelines to create travel incentives for Thai tourists. The findings on communication components can be beneficial to entrepreneurs, designers, marketing communicators, influencers, and content creators to apply to digital content creation and design conducive to effectively form traveling motivation in tourists in the future.
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