Internet-Using Behavior and Perception of Tourism Information through Digital Media to Travel Intention in the role of Internet Data Trust

Abstract

This research proposes were to study 1) the influence of internet-using behavior to travel intention 2) the influence of perception of tourism information through digital media to travel intention 3) the role of internet data trust in the influence of internet-using behavior and perception of tourism information through digital media to travel intention by the quantitative research method. A questionnaire was used to collect the data from 409 Thai people who using the internet as a research sampling. Pearson's correlation and multiple regression analysis were employed to analyze the collected data.

The results have indicated that the internet-using behavior (β=0.220), and perception of tourism information through digital media (β=0.510) had a positive influence on the travel intention. In terms of the internet data trust that had positively affects the relationship between the internet-using behavior and travel intention (β=0.306), perception of tourism information through digital media and travel intention (β=0.450). Finally, the implications of the finding and suggestions for future research are presented.