The Influence of Thailand Tourism User-generated Content on Chinese Tourists' Behavioral Intentions
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Abstract
With the advancement science and technology, there are increasingly more methods for people to access information through the Internet. For tourists, user-generated content (UGC) is more reliable than other forms of new media promotion tools because it contains objective and empathetic representations from other visitors. This study explores the relationship between user-generated (content attractiveness, product reviews), destination attractiveness, and intention to travel in order to develop a model of the influence of Thai UGC on Chinese tourists' behavior intention. The goal is to strengthen the dissemination of Thai tourism user-generated content and its validity.
This study is grounded in the planning theory and the SIPS consumer demand theory to deduce the relationship between user-generated, destination attractiveness, and intention to travel in order to develop a hypothetical model. Finally, 214 valid questionnaires were returned, and data analysis was performed using AMOS software. It is found that videos of UGC have a significant positive effect on Thailand's destination attractiveness , that product reviews from other tourists have a significant positive impact on the attractiveness of Thai destinations. Negative comments are given greater weight. The attractiveness of Thailand's destinations has a positive and significant impact on the intention of Chinese tourists to travel.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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