Factors affecting selfie posting behaviour of Thai Gen Z tourists in Phuket Factors affecting selfie posting behaviour of Thai Gen Z tourists in Phuket
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Abstract
This research aimed to investigate the selfie posting behaviour and to examine factors influencing the selfie posting behaviour. This study employed a quantitative research design and the sample group consisted of 328 Thai Gen Z tourists traveling to Phuket Province. Questionnaires were used as the data collection instrument. Data analysis was conducted using computer software to calculate frequency, percentage, mean values, and multiple regression analysis. The findings revealed that Instagram was the most popular platform, with the primary reasons for posting selfies being memory preservation and sharing experiences with friends. Regarding factors affecting selfie posting behaviour, social expression factors and self-disclosure factors significantly influenced the selfie posting behaviour of Thai Gen Z tourists. The results of this study provide benefits for tourism businesses and sectors related to the tourism industry.
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References
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