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Vol.13, No.4, November 2024. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Intention to Recommend Tourism Destination on Social Media for Tourists in Thailand
Mayprapawee Varnakomola Kolenberg, Sumaman Pankham
© 2024 Sumaman Pankham, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 13, Issue 4, Pages 2903-2917, ISSN 2217-8309, DOI: 10.18421/TEM134-26, November 2024.
Received: 11 April 2024. Revised: 09 September 2024.
Abstract:
Nowadays, the Internet community is very important in every organization, especially in tourism. Thai tourism should promote destinations by using social media to highlight the uniqueness of each area. The objective is to find the intention to recommend tourism destinations in Thailand using the social media. This research uses a mixed-methods approach. The qualitative data was gathered by email from 21 experts. A consensus of 21 experts used a rough set of Delphi. The quantitative research obtained data from a total of 800 sample tourists who recommended various tourism destinations. The result of this study found eight factors, such as information quality, perceived usefulness, push travel motivations, pull travel motivations, overall satisfaction, trust, customer loyalty, and intention to recommend. The benefit of this research is that Tourism Authority of Thailand (TAT) should implement the factor of intention to recommend.
Keywords –Tourism, social media, customer loyalty, travel motivation, intention to recommend. |
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