Tourism Marketing Promotion Strategy which Inflf luence Tourism Motivation to Generation Z in Bangkok Metropolitan Region

Abstract

The research is the study Tourism Marketing Promotion Strategy Which Influence
Tourism Motivation to Generation Z in Bangkok Metropolitan Region. The objectives of this
research are (1) to study the influence of tourism marketing promotion strategy to motivate
generation z to travel in Bangkok Metropolitan region and (2) to study guidelines for tourism
marketing promotion strategy of generation z in Bangkok Metropolitan region. That a researcher
used mixed method to collect and analyze the data which were (1) quantitative research to
collect 420 questionnaires from whom are 16-20 years old in Bangkok, Nakhon Pathom,
Nonthaburi, Pathum Thani, Samut Prakan and Samut Sakhon for analyzing by frequency
distribution, percentage, average, standard deviation and Multiple Regression. (2) qualitative
research collecting by in-depth interview with 28 people who are government executives,
private sector executives and entrepreneur and generation z to analyze by content analysis.
The results of this study found (1) tourism promotion strategy influences the motivational
travel of generation z in Bangkok Metropolitan region at the statistical significant level of 0.01
and (2) guidelines for tourism promotion strategy of generation z in Bangkok Metropolitan
region are social media advertising, channels newspapers, magazines and social media towards
public relations channels, online personal selling channels and price discounts via promotion
discount sale promotion channels.