Difference in Electronics Media Exposure Behavior and Perception in Tourism of Generation Y with Different Hometowns and Family Income
Keywords:
Electronics media exposure behavior, Perception in tourism, Generation YAbstract
The purposes of this research were 1) to study the level of electronics media exposure behavior and perception in tourism of Generation Y and 2) to study differences of the two variables among groups of Generation Y with different hometowns and family income. The sample consisted of 510 third-year and fourth-year undergraduate students at higher education institutes, selected by multiple sampling. The research instruments were multiple-choice and rating scale questionnaires. The data were analyzed by descriptive statistics, and a two-way MANOVA. The major research findings were 1) the level of electronics media exposure behavior and perception in tourism of Generation Y were at the high level. 2) Generation Y with different family income had differences of electronics media exposure behavior and perception in tourism at the .01 level of significance. However, Generation Y from different hometowns had insignificant differences in the two variables.
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3. National Statistical Office. The survey of Thai travelling behavior 2016. Bangkok: National Statistical Office; 2016.
4. Boonmasungsong D, Pornpakdee S, Nunnad P. Factors influencing the willingness to retouring, Amphur Wangnamkheo, Nakonratchasima Province [Research report]. Rajamangala University of Technology Isan, Nakonratchasima Province; 2014. Thai.
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6. Benckendorff P, Moscardo G, Pendergast D. (eds). Tourism and generation Y. Oxford: CABI; 2010.
7. Lamaicheen K [Internet]. 2009. Eco-tourism culture. Retrieved August, 2016, from https://www.human.ubru.ac.th/2010/images/educationdocument/aj.kulawadee/บทที่%201%20องค์ประกอบของการท่องเที่ยว%20(2552).pdf. Thai.
8. Damchoo P, Fakthong D, Sonsawan B, Sonhwang P, Jitraree O. Motivations for sharing experiences through social media of flashpacker in hostels in Thailand. BEC Journal of Naresuan University. 2017; 12(1): 89-106. Thai.
9. Duggan M [Internet]. 2015. The demographics of social media users: Mobile messaging and social media 2015. Retrieved June, 2018, from www.pewinternet.org/2015/.../mobile-messaging-and-social-media-.
10. Denchai K. The influence of social media behavior and awareness of online information on the tourist’s selection of destination and accommodation in Pattaya [MA thesis]. Bangkok University; 2015. Thai.
11. Khorpornprasert B. The behavior and impacts of using Facebook of university students in Bangkok. Romphruek Journal. 2014; 32(2): 2-24. Thai.
12. Sittanont K, Prajaknet P. Thai tourists’ lifestyle, online media use and purchasing intention of tourism products and services. Journal of Communication and Management NIDA. 2016; 2(1): 1-17. Thai.
13. Sonchit W, Donkwa K. Online purchase intention of goods or service through smartphone. NRRU Community Research Journal. 2016; 10(1): 45-52. Thai.
14. Vongsingthong S. Information dissemination behavior in online social networks of teenagers. Romphruek Journal. 2016; 34(2): 12-31. Thai.
15. Law R, Buhalis D, Cobanoglu C. Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management. 2014; 26(5), 727-750.
16. Munar AM, Jacobsen JKS. Motivations for sharing tourism experiences through social media. Tourism management. 2014; 43: 46-54.
17. Kemapatapan S. Media expose and Thailand’s tourism image perception of Chinese tourists. [MA thesis]. Thammasat University; 2015. Thai.
18. Choolamad K. Internet-using behavior and satisfaction towards the use of internet for travelling purpose of the tourists in Amphor Koh Phangan, Surat Thani Province. [MA thesis]. Dhurakij Pundit University; 2015. Thai.
19. Office of the Higher Education Commission [Internet]. 2016. Educational Statistics. Retrieved June, 2018, from https://www.info.mua.go.th/information/show_all_statdata_table.php?data_show=2. Thai.
20. Cohen J. Statistical power analysis for the behavioral sciences (2nd eds). Hillsdale, NJ: Lawrence Earlbaum Associates; 1988.
21. Faul F, Erdfelder E, Buchner A, Lang AG. Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods. 2009; 41(4): 1149-1160.
22. Parasakul L. Tourist behavior. Bangkok: Chulalongkorn University; 2013. Thai.
23. Rewtrakunphaiboon W. Consumer behavior in tourism. Pathumthani: Bangkok University; 2014. Thai.
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Published
2018-09-13
How to Cite
Anekjumnongporn, P., Subprawong, K., & Rujirakun, W. (2018). Difference in Electronics Media Exposure Behavior and Perception in Tourism of Generation Y with Different Hometowns and Family Income. KKU Research Journal (Graduate Studies) Humanities and Social Sciences, 7(1), 1–11. Retrieved from https://so04.tci-thaijo.org/index.php/gskkuhs/article/view/132400
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บทความวิจัย (Articles)
