MEDIA EXPOSURE AND ATTITUDE OF TOURISM OPERATORS IN PHUKET SANDBOX PROGRAM

Abstract

        The study on “Media Exposure and Attitude of Tourism Operators in Phuket Sandbox Program” is a survey research. Data are collected from 10 business sectors in Phuket Province, comprising 300 participating tourism operators with media exposure to the program. The finding reveals the highest exposure in the new media of the program, followed by activity media and personal media respectively, with the highest contents seen in the information on tourists interested in the program. The samples show a positive attitude toward the program with regard to their contributions to tourism promotion and credibility boosting, including efforts to stimulate tourism. They also show a behavioral tendency to support activities designed by the program, recommend or inform other tourism-related business operators about program participation and follow-up. Hypothesis testing shows that overall each media exposure to the program and attitude toward it has a significantly positive relationship, with the highest relationship seen in the new media, followed by personal media. In addition, the attitude toward the program has a significantly positive relationship with the behavioral tendency to join the program in every aspect, with the highest score found in tourism promotion, followed by the execution of the program.