The Influence of News Perception from Public Relations Media on travel decisions in Five Southern Border Provinces
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Abstract
The objectives of this study were (1) to examine tourist behavior in Thailand’s five southern border provinces, (2) to investigate perceptions of public relations media and their influence on tourism decision-making, and (3) to analyze the relationship between media information exposure and tourist decision-making in the region. A questionnaire was used to collect data from 420 Thai tourists, and statistical analyses included descriptive statistics (mean, standard deviation), Pearson’s correlation coefficient, and multiple regression analysis. Preliminary measures were undertaken to ensure the reliability and academic validity of the data.
The findings revealed that most tourists visited the five southern border provinces more than three times per year, primarily traveled by private car in groups of 3–5 friends, stayed for 1–2 days per trip, and spent less than 10,001 Baht per person. The primary purpose of travel was leisure tourism, with a preference for natural attractions such as mountains, forests, waterfalls, rivers, seas, and beaches. Furthermore, perceptions of public relations media—including media exposure, media channels, and informational content—were reported at the highest level. Regression analysis confirmed that these dimensions of information perception exerted a statistically significant influence on tourism decision-making in the five southern border provinces.
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