The Influence of Online Review on Travel Planning Behavior of Thai Generation-Y Tourists
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Abstract
This research aimed to study the behavior of Thai generation-Y tourists on their travel planning. The behaviors selected for this study were tourist’s characteristics, travel’s influencers, and the satisfaction of travel reviews through online media. This research used questionnaire surveys to collect the data from 385 Thai generation-y tourists. The technique used in this study was the mean, the standard deviation, the independent-samples t-test, one-way ANOVA, and the Chi-Square test.
The research found that most of the respondents were female, age ranged between 24-29 years, hold a bachelor's degree or equivalent, working for private companies, the average income was 20,001-30,000 baht per month, love to travel with their family, and use of social media such as Facebook average 1-2 times a week, using 1-2 types of social media to find a travel review, used 1-2 hours for searching interested travel review, and love to see pictures and videos in the travel review as much as possible.
The results from hypotheses testing showed that the difference in respondents’ characteristics and the behavior of using social media to find a travel review had no difference in their travel planning. However, when considering each item of those variables found that some of the items such as gender, age, and frequency of using social media had a difference in their travel planning. Moreover, every item of travel’s influencers and the satisfaction of travel reviews through online media associated with travel planning.
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