Effect of Travel Motivation and Tourist Satisfaction on Tourism Information and Experience Sharing Behavior via Smartphone of Foreign Tourists in Thailand

Abstract

Nowadays, customers relied on information more from other customers than from the companies, including the information and experiences sharing from smartphone in tourism industry. This study aims to analyze the impacts of travel motivation on tourist satisfaction, on-site sharing behavior, and post-trip sharing intention. Survey data obtained from three hundred and fifty-five respondents using quota sampling according to statistics of foreign tourists from seven nationalities in 2017. The results showed that tourists with different nationalities have different aspects of tourism motivation. This, intern, affects their on-site sharing behavior and post-trip sharing intention. Tourism authority can use these results to create strategies enhancing tourists’ online information sharing behavior to promote tourism in Thailand.