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IMPACTS OF SOCIAL MEDIA AND DESTINATION IMAGE ON TRAVEL INTENTION IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Luis Victor Silva Fernandez |
| Title | IMPACTS OF SOCIAL MEDIA AND DESTINATION IMAGE ON TRAVEL INTENTION IN THAILAND |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 3 |
| Page no. | 129-146 |
| Keyword | social media, destination image, travel intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Thailand is one of the most popular tourist destinations in recent years. Tourists/travelers have recently been envisioned as people who manage their journeys directly on the Internet. While social media plays an important role in tourists' intentions to travel, most current research, particularly in the context of Thailand, has largely ignored the effects of variables such as Facebook, Twitter, YouTube, and destination image on visitors' intentions to travel. The current study created and evaluated the aforementioned theoretical framework, which illustrates the link between social media use, destination image, and travel intention. Quantitative research was done online and offline in this study to examine the travelers' behavior, with the strategy of this study being to obtain data, information, and ways to collect the essential information. The study findings demonstrated that social media use positively and significantly predicted travel intention. Moreover, destination image positively and significantly predicted travel intention. Therefore, social media is an excellent medium for influencing people's travel intention and destination image, with regular users of social media for travel information having a better destination image and greater travel intention. |
