The Use of Online Media for Tourism in Petchabun Province

Abstract

        The objectives of this research were to study 1) the online media use behavior of tourists in Petchabun Province; 2) the utilization of online media for tourism among tourists in Petchabun Province; and 3) the relationships between demographic factors of tourists and their behavior in online media utilization for tourism in Petchabun Province.

        This was a quantitative survey research. The sample chosen through multi-stage sampling, was 400 tourists to Khao Kho, Petchabun Province, who had accessed online media (websites and social media) with content about tourism. The data collection tool was a questionnaire. Data were statistically analyzed using percentage, mean, standard deviation and chi square.  

        The results showed that 1) The majority of samples reported using online media for about 15-30 minutes each time, most often between 16.01 and 20.00. The frequency of using online media for tourism varied each day. The type of online media most samples used regularly for tourism, in the before-trip, during the trip and after the trip stages, was Facebook. 2) Before a trip, most samples responded that they used online media to seek information about the trip and available facilities. During a trip most of them used online media to look up interesting tourism activities. After a trip, they mainly used online media to share news and information with travel-related groups and with their friends and acquaintances. The main problems they encountered were that sometimes the details about tourism attractions/places were not clear, some reports were false, and some information was not up-to-date. 3) Demographic factors that were related to behavior in online media utilization among tourists in Petchabun Province were gender, age group, educational level, occupation, income range, and marital status.