The Influence of Sharing User-Generated Content on Tourism Experience Adoption: How Trust in Friends and Family Drives Similar Booking Behavior
คำสำคัญ:
User-generated Content; VisCAP Model; Influencer Attributes; Facebook; Tourism in Thailand; Source Credibility; Booking Intention; Cultural Contextบทคัดย่อ
This study tests a model of influence using the VisCAP framework (visibility, credibility, attractiveness, and power) to examine how user-generated content (UGC) from friends and family on Facebook affects Thai tourists' destination choices. Quantitative data were collected from 289 Thai tourists who booked their trips after viewing Facebook posts shared by friends or relatives. The research employed a structured questionnaire that underwent IOC and ethical review verification. The analysis showed that visibility, attractiveness, and power directly influenced booking intentions, while credibility was not a significant factor. This finding differs from previous studies conducted in other cultural contexts and highlights the influence of Thailand's high-context and collectivist culture, where emotional and visual appeal outweigh source credibility. The study provides practical implications for tourism marketers, suggesting that strategies should emphasize visually engaging and highly visible social media content rather than focusing solely on credibility-building. The results contribute to a deeper understanding of cultural influences on social media-based travel decision-making in Thailand.
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