The Impact of Social Media on the Travel Intention to Chongqing among Thai Tourists
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Abstract
This research aimed to: (1) examine the behavior of Thai tourists in receiving tourism-related information through social media; (2) investigate their decision-making regarding traveling to Chongqing, China; (3) Study the differences between personal factors and the decision to visit Chongqing; and (4) explore the influence of social media on the decision to visit Chongqing, China. This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 400 Thai tourists aged 20 years and above who actively used social media, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with t-test, F-test, and multiple regression analysis. The research results were found as follows; This research employed a quantitative approach. Data were collected through a questionnaire. The sample consisted of 400 Thai tourists aged 20 years and above who actively used social media, A purposive sampling method was employed, targeting Thai tourists aged 20 years and above who actively used social media. Data were analyzed using frequency, mean, standard deviation, t-test, F-test, and multiple regression analysis. The research results were as follows: 1. The overall behavior of Thai tourists in receiving information about Chongqing was at a high level. When considering each dimension. The item with the highest average score showed that information exposure. 2. The overall level of decision to travel to Chongqing was also at a high level. Among the dimensions, the highest mean score was found in travel readiness. 3. Sample groups with different occupations and average monthly incomes made different decisions about visiting Chongqing, China., and 4. The dimensions of information selection and exposure, as well as perceived benefits of tourism, were found to have a significant influence on the decision of Thai tourists to travel to Chongqing, China.
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