SOCIAL MEDIA EXPOSURE BEHAVIOR AND USER-GENERATED CONTENT INFLUENCING CHINESE STUDENTS’ FREE INDEPENDENT TRAVEL DECISIONS IN THAILAND

Abstract

This study aims to examine Chinese students’ exposure to social media and user-generated content (UGC), as well as to investigate the influence of social media and content-related factors on their independent travel decision-making in Thailand. A mixed-methods approach was employed. Quantitative data were collected using an online questionnaire from a sample of 400 Chinese students using convenience sampling. Qualitative data were obtained through in-depth interviews with 10 Chinese students via WeChat, selected through snowball sampling, all of whom had prior independent travel experience in Thailand. Quantitative data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, and hypothesis testing was conducted using t-tests and one-way ANOVA. Qualitative data were analyzed using content analysis. The findings reveal that Chinese students exhibit a high level of exposure to social media related to tourism in Thailand. The most popular platforms include Xiaohongshu (RED), WeChat, Douyin, and Weibo. The most engaging types of content include travel reviews, travel experiences, local food recommendations, itinerary planning, and cost-related information. In addition, respondents place significant importance on content credibility and completeness of information. Hypothesis testing results indicate that social media exposure and user-generated content significantly influence independent travel decision-making in Thailand at the .05 level of significance.Qualitative findings further suggest that social media serves as a primary information source for travel planning, helping to reduce uncertainty and influencing decision-making, particularly in terms of travel convenience, safety, and cultural experiences. These findings highlight the significant role of social media in shaping tourist behavior in the digital era.