Online Media Factors Affecting Travel Decisions of Thai Millennial Tourists, A Case Study of Kanchanaburi Province
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Abstract
The objective of this research study is to study the correlation between online media factors and the decision to travel to Kanchanaburi Province of Thai Millennial tourists. It is a quantitative research study. The sample group of this research study is Thai Millennial tourists, aged between 18-40 years, traveling to Kanchanaburi province, totaling 400 people. Data were analyzed using inferential statistics, including Pearson correlation analysis. The results of the study found that the majority of the sample were Female, aged between 18-28 years, single, and had the highest level of education which was a bachelor's degree. Most of them work as civil servants/government employees/state enterprise employees. Have the highest average income 10,001-20,000 Baht and the most copies of the sample region were in the central region. Results of the study of the correlation between online media factors and decision making, traveling in Kanchanaburi Province of Thai Millennial tourists found that every online media factor was related to the decision to travel to Kanchanaburi Province. The results of the study of online media factors that have the greatest influence on the decision to travel to Kanchanaburi province of Thai Millennial tourists include those who influence opinions in online media (KOLs/Influencer).
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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