GUIDELINES FOR IMAGE DEVELOPMENT OF OSOTHO MAGAZINE TO REACH GENERATION Y AND Z TOURISTS IN THAILAND

Abstract

Introduction: At present, tourism has become an important component and a significant factor in people’s lifestyles compared to the past. The increasing desire to travel is largely influenced by exposure through social media, where travel experiences are widely shared within online communities. Objectives: 1) To examine the opinions and perspectives of Thai tourists from Generation Y and Generation Z toward the communication of Osotho Magazine (Anusarn Or.Sor.Tor.). 2) To study the travel behaviors of Thai tourists from Generation Y and Generation Z. and 3) To propose guidelines for developing operational strategies and improving the image of Osotho Magazine. Method: This study employed a qualitative research approach using in-depth interviews. Purposive sampling was applied to select participants, consisting of 8 Thai tourists from Generation Y and Generation Z, and 6 experts. Result: 1) The opinions and perspectives of Thai tourists from Generation Y and Generation Z were found to be similar regarding both online and offline media. The Osotho Magazine website is popular for accessing tourism information, and the travel destination recommendation column is the most favored section. 2) Regarding travel behavior, both groups of Thai tourists show a tendency to travel more frequently and often travel with friends or family. Generation Y places importance on sustainable tourism, while Generation Z prefers using online media for travel planning as well as following tourism news and updates. And 3) In terms of operational development and image improvement for Osotho Magazine, the findings suggest that more online distribution channels should be expanded and that content should be modern and aligned with audience interests. This development should follow the OST concept: O = Outstanding Design, S = Simplify (presenting content in a clear and understandable way), and T = Digital Technology / Tourism Trend (keeping up with digital technology and emerging tourism trends). Conclusion: The findings reflect that tourism media must adapt by emphasizing digital communication while presenting modern content that responds to the behaviors of new-generation tourists. Therefore, Osotho Magazine should develop its presentation formats and communication strategies in line with tourism trends and digital technologies in order to create a modern image and effectively reach its target audiences.