Main Article Content
The main purposes of this research are 1) to study the influences of online media towards Thai tourists’ decision to visit the Thailand Tourism Festival, 2) to compare demographic data for the use of online media of Thai tourists on making a decision to visit the Thailand Tourism Festival, and 3) to propose guidelines for the Thailand Tourism Festival promotion through online media.
The sample population for this research was 400 Thai tourists who visited the Thailand Tourism Festival. The tool used in this research is a questionnaire. The statistics used were Nonprobability Sampling and Purposive Sampling techniques with descriptive statistics by analyzing percentage, average, frequency, and standard deviation. In order to test the hypothesis, Inferential Statistics; T-tests, and analysis of variance (One – way ANOVA/ F-test) were used.
The results of the study based on the influences of online media towards Thai tourists’ decision on visiting the Thailand Tourism Festival showed that most of the Thai tourists were single, female, age between 21 to 30 years old, with Bachelor’s degree, and their monthly income was 10,001-20,000 Baht per month, working as corporate officers. Overall, the tourists had a statistically high level of opinions regarding the influences of online media towards Thai tourists’ decision to visit the Thailand Tourism Festival. Considering each aspect, it was found that the ability of the users was at the highest level regarding data accessibility, source credibility, interactive communication, and quality of information (data) were in high, medium, and low levels, respectively. Considering statistical hypothesis testing of the respondents who decided to visit the Thailand Tourism Festival in terms of gender, age, status, level of education, and income, there was no statistically significant difference, found (of 0.05).
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