Publication: ส่วนประสมทางการตลาดออนไลน์ต่อการตัดสินใจเดินทางท่องเที่ยวประเทศไทย ของนักท่องเที่ยวชาวไทยในเขตกรุงเทพมหานคร ผ่านแอปพลิเคชัน TikTok
38
7
Issued Date
2024
Resource Type
Language
tha
File Type
application/pdf
Access Rights
open access
Rights
ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
มหาวิทยาลัยศรีนครินทรวิโรฒ
Suggested Citation
มณสร สุลศักดิ์พินิจ, อนันดา อำไพ, อุษณีย์ วัชรไพศาลกุล (2024). ส่วนประสมทางการตลาดออนไลน์ต่อการตัดสินใจเดินทางท่องเที่ยวประเทศไทย ของนักท่องเที่ยวชาวไทยในเขตกรุงเทพมหานคร ผ่านแอปพลิเคชัน TikTok. สืบค้นจาก: https://hdl.handle.net/20.500.14740/12788
Alternative Title(s)
The Impact of Online Marketing Mix on the Travel Decision-Making of Thai Tourists in Bangkok via TikTok Application
Organization
Abstract
The purposes of this research were to study the behavior of Thai tourists towards traveling within
Bangkok, Thailand, via the TikTok application, and to examine the online marketing factors influencing Thai
tourists travel within Bangkok, Thailand, via the TikTok application. The researchers collected the data with quantitative research and used a questionnaire as a data collection tool from convenience sampling 400
respondents. The descriptive statistic data analysis, and the quantitative data analysis utilized the One-Way
ANOVA. Statistical significance at the level of 0.05 calculated the reliability as 0.860 degree. The results
found that most respondents were female, aged between 18-25 years old, single, with a bachelor's degree
education. Most of the respondents were students with a monthly income less than as equal to 15,000 baths.
They prefer to travel via the TikTok application times, deciding their travels based on exciting and
interesting review content. Most choose to travel during weekends (Saturday-Sunday) to patronize various
restaurants and cafes. They also express a desire to use TikTok again for travel decisions in the next trip. In
addition, the online marketing mix also affects Thai tourists' travel decisions, divided into levels: a very good
level of perspective is Place, a good level of perspective is Promotion, Personalization and a moderate
perspective are Product, Privacy and Price, respectively.quantitative research and used a questionnaire as a data collection tool from convenience sampling 400
respondents. The descriptive statistic data analysis, and the quantitative data analysis utilized the One-Way
ANOVA. Statistical significance at the level of 0.05 calculated the reliability as 0.860 degree. The results
found that most respondents were female, aged between 18-25 years old, single, with a bachelor's degree
education. Most of the respondents were students with a monthly income less than as equal to 15,000 baths.
They prefer to travel via the TikTok application times, deciding their travels based on exciting and
interesting review content. Most choose to travel during weekends (Saturday-Sunday) to patronize various
restaurants and cafes. They also express a desire to use TikTok again for travel decisions in the next trip. In
addition, the online marketing mix also affects Thai tourists' travel decisions, divided into levels: a very good
level of perspective is Place, a good level of perspective is Promotion, Personalization and a moderate
perspective are Product, Privacy and Price, respectively.quantitative research and used a questionnaire as a data collection tool from convenience sampling 400
respondents. The descriptive statistic data analysis, and the quantitative data analysis utilized the One-Way
ANOVA. Statistical significance at the level of 0.05 calculated the reliability as 0.860 degree. The results
found that most respondents were female, aged between 18-25 years old, single, with a bachelor's degree
education. Most of the respondents were students with a monthly income less than as equal to 15,000 baths.
They prefer to travel via the TikTok application times, deciding their travels based on exciting and
interesting review content. Most choose to travel during weekends (Saturday-Sunday) to patronize various
restaurants and cafes. They also express a desire to use TikTok again for travel decisions in the next trip. In
addition, the online marketing mix also affects Thai tourists' travel decisions, divided into levels: a very good
level of perspective is Place, a good level of perspective is Promotion, Personalization and a moderate
perspective are Product, Privacy and Price, respectively.
Description
งานประชุมวิชาการระดับชาติสวนดุสิต 2024 ครั้งที่ 6 “นวัตกรรม BCG เพื่อการศึกษา” ณ มหาวิทยาลัยสวนดุสิต