The Impact of Social Media Marketing Activities on Tourist Engagement in Agritourism: Evidence from Samut Songkhram Province
Keywords:
Agritourism, Samut Songkhram, Social Media Marketing Activities, Tourist EngagementAbstract
This research aimed to examine social media marketing activities and tourist engagement in agritourism among community enterprises in Samut Songkhram province, and to investigate the predictive impact of social media marketing activities on agritourism participation. This study employed a quantitative research design examining the notion of social media marketing activities across four dimensions, which influence visitor engagement: Interactivity, Informativeness, Entertainment/Hedonic Content, and Remunerative Content. The sample comprised tourists who had visited or participated in agritourism in agricultural tourism in Samut Songkhram Province.
The study instrument was a questionnaire, and the data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while inferential statistics were applied via sequential multiple regression analysis. The overall level of social media marketing activities was high, with interactivity receiving the highest mean score. Overall tourist engagement was high, characterized by significant behavioral and behavioral activation. Social media marketing activities (interaction, information, entertainment, emotional value, and remunerative content) predicted agritourism tourist engagement. The content providing reward value (X4) has a regression coefficient of 0.29, indicating that prioritizing 1 unit of reward value will result in a 0.29 unit increase in agritourism tourist participation. The interaction aspect (X1) has a regression coefficient of 0.28, suggesting that emphasizing 1 unit of interaction will lead to a 0.28 unit increase in participation. Additionally, the entertainment content and emotional value (X3) have a regression coefficient of 0.22, meaning that focusing on 1 unit of this content will yield a 0.22 unit increase in participation. The information delivery (X2) has a regression coefficient of 0.10, which means that if the focus is on providing 1 unit of information, the participation of agritourism will increase by 0.10 units.
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