การศึกษาแรงจูงใจในการเดินทางท่องเที่ยวของนักท่องเที่ยวกลุ่มเจเนอเรชันวาย ในกรุงเทพมหานครจากแอปพลิเคชันติ๊กต็อก (TikTok)

Abstract

The purposes of this study were to study travel motivation of Thai generation Y tourists in Bangkok from using TikTok application and to identify the marketing management guidelines for tourism industry. The samples were 3 8 5 Thai generation Y tourists who were born between 1977- 2000, living in Bangkok and travelled in the last six months (October 2021 - March 2022) and using TikTok application. A questionnaire was used as a survey tool and data were analyzed statistically. The results were as followed; The majority of Thai generation Y tourists in Bangkok were female whose age was between 34 - 39 years old. They were employees who have bachelor’s degrees with their incomes 15,001 - 30,000 baht per month. Most of them are using TikTok application for relaxation and entertainment 3 - 4 hours a day between 4.01 p.m. - 8 p.m. and definitely would travel after watching videos from TikTok application. The most effective push factors for travel motivation is the need for pride in traveling and the most effective pull factors for travel motivation is the physical evidence and the socio-economic features conveyed by TikTok. Comparison motivation of Thai generation Y tourists in Bangkok from using TikTok application by gender, there was no significant difference at 0.05 levels and comparison motivation of Thai generation Y tourists in Bangkok from using TikTok application by income per month, there was significant difference at 0.05 levels. The marketing management pattern for tourism industry with generation Y tourists are publishing the videos between 4 .0 1 p.m. - 8 p.m. for more efficient outcomes and creating tourism programs that are appropriate for the target audience who mostly travel with family/relatives for 1 - 5 days and spend approximately 1,001 - 5,000 baht per time per person.