| 520 สาระสังเขป |
This research aims to investigate the influences of content perceived value, use perceived value, and intention to spread content on Chinese tourists' intention to visit Thailand. The content perceived value mainly considers the entertainment, interactivity, functionality and credibility of the content while use perceived value considers the usefulness and ease of use of content. Data was collected from potential Chinese tourists who have intention to visit Thailand using questionnaire survey. The survey results showed that the characteristics of Chinese tourists have little influence on their intention to visit destinations in Thailand. Only gender, monthly income, and travel choice have influence on their intention to visit Thailand. The content perceived value has a direct influence on the intention of Chinese tourists to travel to tourist destinations in Thailand including "entertainment", "interactivity", "functional" and "credibility", each sub variable had a strong influence on the intention to visit. Intention to spread content also has an influence on Chinese tourists' intention to visit destinations in Thailand. |