The Communication Identity of Travel Influencers on Online Media and Their Intention to Share Video Content That Affects the Travel Decision-Making of Generation Y in Thailand's Tourist Destination Provinces
Keywords:
Communication Identity, Influencers, Intention to Share Video Content, DestinationAbstract
This study aims to examine the communication identity of influencers in online travel media and the intention to share video content that influences the travel decision-making of Generation Y in Thailand's destination provinces. It is a quantitative research study using questionnaires as a data collection tool with a sample size of 300 participants. The sample group was selected using the convenience sampling method from Thai tourists belonging to Generation Y, residing in Bangkok and its vicinity. The statistics used include frequency, percentage, mean, standard deviation, confirmatory factor analysis, and structural equation modeling with path analysis.
The results of the structural equation model (SEM) testing with empirical data from Thai tourists belonging to Generation Y, residing in Bangkok and its vicinity, indicated a good fit. The statistical values were as follows: Chi-Square = 138.925, df = 64, Chi-Square/df = 2.171, p = 0.000, CFI = 0.972, GFI = 0.938, RMSEA = 0.063, RMR = 0.034. The findings revealed that the communication identity of influencers in online travel media and the intention to share video content had a direct influence on the travel decision-making of Generation Y in Thailand's destination provinces, with standardized coefficients of 0.41 and 0.18, respectively.
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