The Measurement Development of Tourist Engagement with Social Media Brands Related to Service Business in Tourism Industry in Phuket Province
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The purpose of this research was to develop the measurement of tourist engagement with social media brands related to service business in tourism industry in Phuket (TESM). Mixed methods of qualitative and quantitative research were exploited in this research. The results confirmed that the measurement of TESM consisted of 5 components, totally 22 indices both in perspectives of Thai and European tourists. Additionally, these five components had different significance for the measurement of TESM. The results also supported the research hypotheses that tourist involvement with social media sites related to service business in tourism industry in Phuket (INV) was a factor that had a statistically significant positive influence on tourist engagement with social media brands related to service business in tourism industry in Phuket (TESM). Likewise, TESM was a factor that had a statistically significant positive influence on tourist loyalty with social media brands related to service business in tourism industry in Phuket (LY). Also, result found that the measurement of TESM developed from this research was applicable to Thai and European tourists who created and publicized contents for travel purposes via social media both at either low or high level. Moreover, the findings presented direct and indirect strategies that can bolster tourist engagement with social media brands related to service business in tourism industry in Phuket and consequently enhance tourist loyalty with social media brands related to service business in tourism industry in Phuket.
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