ส่วนประสมทางการตลาดออนไลน์ต่อการตัดสินใจเดินทางท่องเที่ยวประเทศไทย ของนักท่องเที่ยวชาวไทยในเขตกรุงเทพมหานคร ผ่านแอปพลิเคชัน TikTok

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.