Corporate Image and Corporate Reputation Perceptions Toward Pattaya City Hall of The Population in Pattaya and Thai Tourists

Abstract

     This research aims to study news exposure, news demand, corporate image and corporate reputation perceptions toward Pattaya City Hall of the population in Pattaya and Thai tourists. It was a quantitative study. Data were collected as a one-shot case study from the 400 people living in the Pattaya city area and Thai tourists and over selected by purposive sampling, quota sampling, and accidental sampling. Statistics used to analyze the data included the Chi-Square statistic, F-test/One-Way ANOVA, and Regression Analysis to test the influence on perception. The findings revealed that the majority of the sample were female, aged between 31-40 years, residing in other provinces with a bachelor's degree and working as employees of a private company with an average monthly income between 10,000 - 20,000 baht. Most of the sample group lived in the Pattaya area for 5 years or more and had a need for news about Pattaya through online media via Facebook, including travel and sports content regarding traditional activities. As for the perception of the image and reputation of Pattaya City organizations in tourism and sports, it was found to be at a high level.

            The results of the hypothesis testing revealed that 1) The sample groups with different demographic characteristics have different exposure to and needs for news about Pattaya, 2) The sample groups with different domiciles had the same overall perception of the image and reputation of Pattaya city organizations.