Behavior of exposure to digital marketing communications of tourists in the category of self - planning travel. A case study of ASEAN tourists

Abstract

This research is a qualitative research, with the objectives of 1. To find ways to develop digital marketing communication strategies for creative tourism businesses for tourist groups in the tourism planning category. 2. To study the exposure behavior. Digital marketing communication of tourists in the category of tourism planning themselves 3. In order to study the factors affecting the behavior of using the creative tourism business of tourists in the tourism planning category by conducting quality research Qualitative Research is used to analyze descriptions, describe documents and data from in-depth field research. The sample consisted of 30 Asian tourists (informants) using footnote analysis to describe documents and data from field research, research tools, data collection. Data will be an in-depth field data collection to explore the situations of using digital marketing communications in the growing dimension of tourism to tourism. Creative research Use the Structured Interview interview. This interview is a questionnaire with 33 questions. Study the behavior of tourists in the planning category. Travel by oneself for the way to develop digital marketing communication strategy for creative tourism business by focusing on studying Asian tourists and prefer traveling to plan travel. Self-employed or creative tourism in Petchaburi, Ratchaburi and Nakhon Pathom, all of which have high tourism growth rates in 2018, using descriptive analysis, descriptive analysis, and data from oriented field research. By deepening the process of planning, determining objectives, collecting data, analyzing data, interpreting data, developing plans by Using Purposive Sampling to provide appropriate reasoning and criticism for the study, to guide the development of digital communication strategies in tourism and online social networking. The effects on tourists' behavior, planning for self-travel for ecotourism, culture and way of life are summarized. 1. Behavior of traveling by using the tour bus service due to the cost of traveling without worrying about the duration of the trip, choose to use the transportation service Send 2. Have behavior to choose to receive news and information about tourism by receiving messages from conversations, interacting with people in the community such as vendors and interacting with pipelines Travel with each other in order to exchange tourist information, get a travel guide from the accommodation, which is considered as a source of information for good tourism, the first that interacts with restaurants, cafes in tourist spots As well as knowing that there are activities that promote tourism in that province through Social Media, resulting in interest in participation in 3. Interested in traveling because of wanting to open up new experiences in tourism as this may be the first time that tourists are interested in knowing tourism news. From the Community in various social media, causing more interest