TOURISM BEHAVIOR FACTORS AFFECT THE DECISION TO CHOOSE TOURIST ATTRACTIONS IN PATHUM THANI PROVINCE THROUGH THE USER GENERATED CONTENT FACTOR
Keywords:E-Tourism, User-Generated Contents, Smart Tourism, Mobile Social Tourism
The objectives of this research were 1) the demographic characteristics of the population who visit tourist attractions. 2) Study tourism behavior, and 3) Analyze the factors affecting the decision to choose tourist attractions in Pathum Thani Province. The researcher used a convenient sample selection method. The data were collected from 400 samplings who had visit tourist attractions in Pathum Thani province, aged 18 years and over. Questionnaires were used as the research instrument and passed the content validity test and the reliability. The statistics used in the data analysis consisted of percentage, mean, standard deviation, t-test, one-way analysis of variance, model analysis, and multiple indicators through the analysis of structural equations model (SEM). The research results showed that the demographic factors affecting the decision to choose tourist attractions in Pathum Thani province in all aspects as gender, age, occupation, and income. Only the income factor that affects the decision to choose a tourist attraction in Pathum Thani province through the user generated content. Tourism behavior in travel activity affects decision-making in choosing tourist attractions in Pathum Thani province through user generated data at statistically significant level. Research shows that the use of traveler-generated content plays an important role in travelers' decision-making to travel in all forms. Tour operators should use tourist-generated content to promote tourism in each location.
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