ผลของข้อมูลจากสื่อออนไลน์ที่มีต่อการตัดสินใจท่องเที่ยวของนักท่องเที่ยวชาวไทย / ชนิตว์ปิยา แสงเย็นพันธุ์ = The effect of online media information on travel decision making of Thai tourists / Chanitpiya Sangyenphan
The purpose of this research was to study the effect of online media information on travel decision making of Thai tourists. The sample size contained a group of 400 Thai tourists who had ever used online travel media by purposive sampling. Questionnaire and interview were used as tools for data collection. The statistical analysis of the questionnaire data was to find mean and standard deviation, and also to compare the effect of online media information on travel decision making .If the results were significantly different at 0.05 level, the Scheffe method would be then employed. The results indicated that the majority of the respondents searched for tourist attraction and searched for tourism information only when they had travel plan. The vest majority of respondents accessed tourism information by Search Engine, and accessed the review from other tourists, Moreover, the reason, why the majority of respondents used online media information was the convenience of the information access. Online media information had high level effect on travel decision making of Thai tourists in marketing mix and the highest level in Thai tourism website marketing strategy. The results shown that among age, status, educational level, career and income there were significant differences at 0.05 level in marketing mix except gender. There were not significant differences at 0.05 level in Thai tourism website marketing strategy among age, status, career and income except gender and educational level.
