TY - JOUR AU - ศุทธิเวทิน, พรรษกฤช AU - บัวสอน, ภูเกริก PY - 2019/06/27 Y2 - 2024/03/28 TI - Tourism Marketing Promotion Strategy which Inflf luence Tourism Motivation to Generation Z in Bangkok Metropolitan Region JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198271 SP - 99-110 AB - <p>The research is the study Tourism Marketing Promotion Strategy Which Influence<br>Tourism Motivation to Generation Z in Bangkok Metropolitan Region. The objectives of this<br>research are (1) to study the influence of tourism marketing promotion strategy to motivate<br>generation z to travel in Bangkok Metropolitan region and (2) to study guidelines for tourism<br>marketing promotion strategy of generation z in Bangkok Metropolitan region. That a researcher<br>used mixed method to collect and analyze the data which were (1) quantitative research to<br>collect 420 questionnaires from whom are 16-20 years old in Bangkok, Nakhon Pathom,<br>Nonthaburi, Pathum Thani, Samut Prakan and Samut Sakhon for analyzing by frequency<br>distribution, percentage, average, standard deviation and Multiple Regression. (2) qualitative<br>research collecting by in-depth interview with 28 people who are government executives,<br>private sector executives and entrepreneur and generation z to analyze by content analysis.<br>The results of this study found (1) tourism promotion strategy influences the motivational<br>travel of generation z in Bangkok Metropolitan region at the statistical significant level of 0.01<br>and (2) guidelines for tourism promotion strategy of generation z in Bangkok Metropolitan<br>region are social media advertising, channels newspapers, magazines and social media towards<br>public relations channels, online personal selling channels and price discounts via promotion<br>discount sale promotion channels.</p> ER -