Unveiling Digital Influences: How Social Media Shapes Tourism Behavior in Boek Phrai Community-based Tourism, Ban Pong District, Ratchaburi Province, Thailand
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Published
Dec 25, 2024
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Abstract
This study examines the impact of social media on tourism dynamics in Boek Phrai Sub-district, Ban Pong District, Ratchaburi Province, Thailand. Using a quantitative approach, data were collected through questionnaires from 400 Thai tourists to evaluate the influence of social media platforms on their travel decision-making. Statistical analyses, including Pearson’s correlation and multiple regression, demonstrate a strong positive correlation between social media awareness and travel intentions, particularly among younger, educated tourists. Key factors influencing travel decisions include the perceived usefulness of social media (β = 0.529), attraction appeal in social media content (β = 0.454), and recognition of travel preparation information (β = 0.279). The findings highlight the critical role of User-generated Content (UGC), social media Word-of-Mouth (WOM), and engaging visuals in shaping tourist behavior. These insights underscore the importance of strategic social media engagement to promote lesser-known destinations like Boek Phrai, Ratchaburi Province, contributing to sustainable tourism and community-based economic growth in Thailand.
Keywords: Social Media, Community-Based Tourism, User-generated Content, Decision-Making, Social Media Marketing
References
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Buhalis, D., & Foerste, M. (2015). SoCoMo Marketing for Travel and Tourism: Empowering Co-creation of Value. Journal of Destination Marketing & Management, 4(3), 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
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Connell, J., & Rugendyke, B. (Eds.). (2008). Tourism at the Grassroots: Villagers and Visitors in the Asia-Pacific. London: Routledge.
Cuomo, M. T., Colosimo, I., Celsi, L. R., Ferulano, R., Festa, G., & La Rocca, M. (2022). Enhancing Traveller Experience in Integrated Mobility Services Via Big Social Data Analytics. Technological Forecasting and Social Change, 176, 121460. https://doi.org/10.1016/j.techfore.2021.121460
Deedenkeeratisakul, K., & Chatprasert, D. (2022). Domestic Customers’ Perceived Value Toward Thai Cultural Products. Journal of Management Science Chiang Rai Rajabhat University, 17(2), 31-58. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/263439
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Designated Areas for Sustainable Tourism Administration. (2021b, July 8). Cruise Along Damnoen Saduak Canal, Following the Travel Route of the King Rama V. Retrieved from https://www.dasta.or.th/en/article/232
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Ervina, E., & Octaviany, V. (2022). The Role of Tourist Attitude Toward Destination Awareness, Destination Personality and Future Visit Intention. Asia-Pacific Management and Business Application, 11(1), 1–18. https://doi.org/10.21776/ub.apmba.2022.011.01.1
Fotis, J. N. (2015). The Use of Social Media and Its Impacts on Consumer Behaviour: The Context of Holiday Travel (Doctoral Dissertation). Bournemouth University, United Kingdom. Retrieved from https://eprints.bournemouth.ac.uk/22506/
Grabowsky, V. (1999). Forced Resettlement Campaigns in Northern Thailand During the Early Bangkok Period. Journal of the Siam Society, 87, 45-86. Retrieved from https://thesiamsociety.org/wp-content/uploads/1999/03/JSS_087_0g_Grabowsky_ForecedResettlementCampaignsInNThailand.pdf
Kasikorn Research Center. (2022, November 25). Active Domestic Tourism at Year-end, Number of Domestic Tourist Trips is Projected to Reach 150.8 Million in 2022, Generating Revenue of about THB6.3 Billion. Retrieved from https://www.kasikornresearch.com/en/analysis/k-social-media/Pages/Tourism-FB-21-11-2022.aspx
Kim, M. J., & Hall, C. M. (2019). A Hedonic Motivation Model in Virtual Reality Tourism: Comparing Visitors and Non-visitors. International Journal of Information Management, 46, 236–249. https://doi.org/10.1016/j.ijinfomgt.2018.11.016
Kontogeorgopoulos, N., Churyen, A., & Duangsaeng, V. (2014). Success Factors in Community-based Tourism in Thailand: The Role of Luck, External Support, and Local Leadership. Tourism Planning & Development, 11(1), 106–124. https://doi.org/10.1080/21568316.2013.852991
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The Roles of Social Media in Tourists’ Choices of Travel Components. Tourist Studies, 20(1), 27-48. https://doi.org/10.1177/1468797619873107
Marine-Roig, E. (2019). Destination Image Analytics Through Traveller-generated Content. Sustainability, 11(12), 3392. https://doi.org/10.3390/su11123392
Marine-Roig, E. (2022). Content Analysis of Online Travel Reviews. In Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken (Eds.), Handbook of e-Tourism (pp. 557–582). Cham: Springer. https://doi.org/10.1007/978-3-030-48652-5_31.
Meehan, K., Lunney, T., Curran, K., & McCaughey, A. (2016). Aggregating Social Media Data with Temporal and Environmental Context for Recommendation in a Mobile Tour Guide System. Journal of Hospitality and Tourism Technology, 7(3), 281–299. https://doi.org/10.1108/JHTT-10-2014-0064
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for Sharing Tourism Experiences Through Social Media. Tourism Management, 43, 46-54. https://doi.org/10.1016/j.tourman.2014.01.012
Office of the National Economic and Social Development Council, Office of the Prime Minister. (2022). The Thirteenth National Economic and Social Development Plan (2023-2027). Retrieved from https://www.nesdc.go.th/article_attach/article_file_20230615134223.pdf
O’Kane, D. (2022). The Ecological and Social Effects of Gentrification and Urbanisation in Thailand’s Lower Chao Phraya Delta (Master’s Thesis). Malmö University, Sweden. Retrieved from https://mau.diva-portal.org/smash/record.jsf?pid=diva2%3A1685019&dswid=3215
Parra-López, E., Gutiérrez-Taño, D., Díaz-Armas, R. J., & Bulchand-Gidumal, J. (2012). Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media. In M. Sigala (Ed.), Social Media in Travel, Tourism and Hospitality (pp. 171-188). London: Routledge. https://doi.org/10.4324/9781315609515
Rivera, J. P. R., Gutierrez, E. L. M., & Roxas, F. M. Y. (2024). Re-thinking Governance in Tourism: Harnessing Tourism’s Post-COVID-19 Economic Potential. Journal of Quality Assurance in Hospitality & Tourism, 25(4), 727-753. https://doi.org/10.1080/1528008X.2022.2135164
Rungchavalnont, P. (2022, November 6). Community-based Tourism: Empowering Local Champions for Sustainable Tourism in Thailand. United Nations Development Programme (UNDP). Retrieved from https://www.undp.org/thailand/blog/community-based-tourism-empowering-local-champions-sustainable-tourism-thailand
Seeler, S., Lück, M., & Schänzel, H. A. (2019). Exploring the Drivers Behind Experience Accumulation – The Role of Secondary Experiences Consumed Through the Eyes of Social Media Influencers. Journal of Hospitality and Tourism Management, 41, 80-89. https://doi.org/10.1016/j.jhtm.2019.09.009
Sriubon, S. (2023, June 17). Lao Wiang. Princess Maha Chakri Sirindhorn Anthropology Centre (Public Organisation). Retrieved from https://ethnicity.sac.or.th/database-ethnic/205/
Strangio, S. (2023, January 25). Thai Tourism Recovery on Track as International Arrivals Jump. The Diplomat. Retrieved from https://thediplomat.com/2023/01/thai-tourism-recovery-on-track-as-international-arrivals-jump/
The Nation. (2023, January 13). Thailand Targets 80M Foreign Tourists Per Year – 10M More Than Population. Retrieved from https://www.nationthailand.com/thailand/tourism/40023968
Thepgumpanat, P. (2023, February 7). Thai PM Sees Over 30 Mln Foreign Tourists this Year. Reuters. Retrieved from https://www.reuters.com/world/asia-pacific/thai-pm-sees-over-30-mln-foreign-tourists-this-year-spokesperson-2023-02-07/
Tourism and Sports Office, Ratchaburi Province. (2024, February 6). Tourist Statistics and Revenue in Ratchaburi Province, 2017–2023 [Press Release]. Retrieved from https://province.mots.go.th/ewtadmin/ewt/ratchaburi/news_view.php?nid=761
Tsai, F. M., & Bui, T.-D. (2021). Impact of Word of Mouth Via Social Media on Consumer Intention to Purchase Cruise Travel Products. Maritime Policy & Management, 48(2), 167–183. https://doi.org/10.1080/03088839.2020.1735655
UN Tourism. (n.d.). Impact Assessment of the COVID-19 Outbreak on International Tourism. Retrieved from https://www.unwto.org/impact-assessment-of-the-covid-19-outbreak-on-international-tourism
Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2020). Sharing Memorable Tourism Experiences on Mobile Social Media and How It Influences Further Travel Decisions. Current Issues in Tourism, 23(14), 1773-1787. https://doi.org/10.1080/13683500.2019.1649372
Xiang, Z., Fesenmaier, D. R., & Werthner, H. (2021). Knowledge Creation in Information Technology and Tourism: A Critical Reflection and an Outlook for the Future. Journal of Travel Research, 60(6), 1371-1376. https://doi.org/10.1177/0047287520933669
Yamane, T. (1967). Statistics: An Introductory Analysis (2nd ed.). New York: Harper & Row.
Baker, C., & Phongpaichit, P. (2022). A History of Thailand (4th ed.). Australia: Cambridge University Press.
Behsudi, A. (2020). Wish You Were Here: Tourism-dependent Economies are Among Those Harmed the Most by the Pandemic. International Monetary Fund. Retrieved from https://www.imf.org/en/Publications/fandd/issues/2020/12/impact-of-the-pandemic-on-tourism-behsudi
Buhalis, D., & Foerste, M. (2015). SoCoMo Marketing for Travel and Tourism: Empowering Co-creation of Value. Journal of Destination Marketing & Management, 4(3), 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V. (2020). Determinant Factors Influencing Thai Tourists’ Intentions to Use Social Media for Travel Planning. Sustainability, 12(18), 7252. https://doi.org/10.3390/su12187252
Connell, J., & Rugendyke, B. (Eds.). (2008). Tourism at the Grassroots: Villagers and Visitors in the Asia-Pacific. London: Routledge.
Cuomo, M. T., Colosimo, I., Celsi, L. R., Ferulano, R., Festa, G., & La Rocca, M. (2022). Enhancing Traveller Experience in Integrated Mobility Services Via Big Social Data Analytics. Technological Forecasting and Social Change, 176, 121460. https://doi.org/10.1016/j.techfore.2021.121460
Deedenkeeratisakul, K., & Chatprasert, D. (2022). Domestic Customers’ Perceived Value Toward Thai Cultural Products. Journal of Management Science Chiang Rai Rajabhat University, 17(2), 31-58. Retrieved from https://so03.tci-thaijo.org/index.php/jmscrru/article/view/263439
Designated Areas for Sustainable Tourism Administration. (2021a, July 8). “Community-based Tourism” and the Objective of Income Distribution for the Community. Retrieved from https://www.dasta.or.th/en/article/332
Designated Areas for Sustainable Tourism Administration. (2021b, July 8). Cruise Along Damnoen Saduak Canal, Following the Travel Route of the King Rama V. Retrieved from https://www.dasta.or.th/en/article/232
Dewayani, E. K. U., Nahar, F. H., & Nugroho, T. (2023). Unveiling the Social Media Revolution in Tourism: Unraveling Instagram’s Profound Influence on Travelers. Advances in Tourism Studies, 1(2), 16-22.
Ervina, E., & Octaviany, V. (2022). The Role of Tourist Attitude Toward Destination Awareness, Destination Personality and Future Visit Intention. Asia-Pacific Management and Business Application, 11(1), 1–18. https://doi.org/10.21776/ub.apmba.2022.011.01.1
Fotis, J. N. (2015). The Use of Social Media and Its Impacts on Consumer Behaviour: The Context of Holiday Travel (Doctoral Dissertation). Bournemouth University, United Kingdom. Retrieved from https://eprints.bournemouth.ac.uk/22506/
Grabowsky, V. (1999). Forced Resettlement Campaigns in Northern Thailand During the Early Bangkok Period. Journal of the Siam Society, 87, 45-86. Retrieved from https://thesiamsociety.org/wp-content/uploads/1999/03/JSS_087_0g_Grabowsky_ForecedResettlementCampaignsInNThailand.pdf
Kasikorn Research Center. (2022, November 25). Active Domestic Tourism at Year-end, Number of Domestic Tourist Trips is Projected to Reach 150.8 Million in 2022, Generating Revenue of about THB6.3 Billion. Retrieved from https://www.kasikornresearch.com/en/analysis/k-social-media/Pages/Tourism-FB-21-11-2022.aspx
Kim, M. J., & Hall, C. M. (2019). A Hedonic Motivation Model in Virtual Reality Tourism: Comparing Visitors and Non-visitors. International Journal of Information Management, 46, 236–249. https://doi.org/10.1016/j.ijinfomgt.2018.11.016
Kontogeorgopoulos, N., Churyen, A., & Duangsaeng, V. (2014). Success Factors in Community-based Tourism in Thailand: The Role of Luck, External Support, and Local Leadership. Tourism Planning & Development, 11(1), 106–124. https://doi.org/10.1080/21568316.2013.852991
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The Roles of Social Media in Tourists’ Choices of Travel Components. Tourist Studies, 20(1), 27-48. https://doi.org/10.1177/1468797619873107
Marine-Roig, E. (2019). Destination Image Analytics Through Traveller-generated Content. Sustainability, 11(12), 3392. https://doi.org/10.3390/su11123392
Marine-Roig, E. (2022). Content Analysis of Online Travel Reviews. In Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken (Eds.), Handbook of e-Tourism (pp. 557–582). Cham: Springer. https://doi.org/10.1007/978-3-030-48652-5_31.
Meehan, K., Lunney, T., Curran, K., & McCaughey, A. (2016). Aggregating Social Media Data with Temporal and Environmental Context for Recommendation in a Mobile Tour Guide System. Journal of Hospitality and Tourism Technology, 7(3), 281–299. https://doi.org/10.1108/JHTT-10-2014-0064
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for Sharing Tourism Experiences Through Social Media. Tourism Management, 43, 46-54. https://doi.org/10.1016/j.tourman.2014.01.012
Office of the National Economic and Social Development Council, Office of the Prime Minister. (2022). The Thirteenth National Economic and Social Development Plan (2023-2027). Retrieved from https://www.nesdc.go.th/article_attach/article_file_20230615134223.pdf
O’Kane, D. (2022). The Ecological and Social Effects of Gentrification and Urbanisation in Thailand’s Lower Chao Phraya Delta (Master’s Thesis). Malmö University, Sweden. Retrieved from https://mau.diva-portal.org/smash/record.jsf?pid=diva2%3A1685019&dswid=3215
Parra-López, E., Gutiérrez-Taño, D., Díaz-Armas, R. J., & Bulchand-Gidumal, J. (2012). Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media. In M. Sigala (Ed.), Social Media in Travel, Tourism and Hospitality (pp. 171-188). London: Routledge. https://doi.org/10.4324/9781315609515
Rivera, J. P. R., Gutierrez, E. L. M., & Roxas, F. M. Y. (2024). Re-thinking Governance in Tourism: Harnessing Tourism’s Post-COVID-19 Economic Potential. Journal of Quality Assurance in Hospitality & Tourism, 25(4), 727-753. https://doi.org/10.1080/1528008X.2022.2135164
Rungchavalnont, P. (2022, November 6). Community-based Tourism: Empowering Local Champions for Sustainable Tourism in Thailand. United Nations Development Programme (UNDP). Retrieved from https://www.undp.org/thailand/blog/community-based-tourism-empowering-local-champions-sustainable-tourism-thailand
Seeler, S., Lück, M., & Schänzel, H. A. (2019). Exploring the Drivers Behind Experience Accumulation – The Role of Secondary Experiences Consumed Through the Eyes of Social Media Influencers. Journal of Hospitality and Tourism Management, 41, 80-89. https://doi.org/10.1016/j.jhtm.2019.09.009
Sriubon, S. (2023, June 17). Lao Wiang. Princess Maha Chakri Sirindhorn Anthropology Centre (Public Organisation). Retrieved from https://ethnicity.sac.or.th/database-ethnic/205/
Strangio, S. (2023, January 25). Thai Tourism Recovery on Track as International Arrivals Jump. The Diplomat. Retrieved from https://thediplomat.com/2023/01/thai-tourism-recovery-on-track-as-international-arrivals-jump/
The Nation. (2023, January 13). Thailand Targets 80M Foreign Tourists Per Year – 10M More Than Population. Retrieved from https://www.nationthailand.com/thailand/tourism/40023968
Thepgumpanat, P. (2023, February 7). Thai PM Sees Over 30 Mln Foreign Tourists this Year. Reuters. Retrieved from https://www.reuters.com/world/asia-pacific/thai-pm-sees-over-30-mln-foreign-tourists-this-year-spokesperson-2023-02-07/
Tourism and Sports Office, Ratchaburi Province. (2024, February 6). Tourist Statistics and Revenue in Ratchaburi Province, 2017–2023 [Press Release]. Retrieved from https://province.mots.go.th/ewtadmin/ewt/ratchaburi/news_view.php?nid=761
Tsai, F. M., & Bui, T.-D. (2021). Impact of Word of Mouth Via Social Media on Consumer Intention to Purchase Cruise Travel Products. Maritime Policy & Management, 48(2), 167–183. https://doi.org/10.1080/03088839.2020.1735655
UN Tourism. (n.d.). Impact Assessment of the COVID-19 Outbreak on International Tourism. Retrieved from https://www.unwto.org/impact-assessment-of-the-covid-19-outbreak-on-international-tourism
Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2020). Sharing Memorable Tourism Experiences on Mobile Social Media and How It Influences Further Travel Decisions. Current Issues in Tourism, 23(14), 1773-1787. https://doi.org/10.1080/13683500.2019.1649372
Xiang, Z., Fesenmaier, D. R., & Werthner, H. (2021). Knowledge Creation in Information Technology and Tourism: A Critical Reflection and an Outlook for the Future. Journal of Travel Research, 60(6), 1371-1376. https://doi.org/10.1177/0047287520933669
Yamane, T. (1967). Statistics: An Introductory Analysis (2nd ed.). New York: Harper & Row.
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How to Cite
KLAIDAENG, Chaisak; AKKAPIN, Supaphorn; TECHAJAREONVIKUL, Aswin.
Unveiling Digital Influences: How Social Media Shapes Tourism Behavior in Boek Phrai Community-based Tourism, Ban Pong District, Ratchaburi Province, Thailand.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 17, n. 4, p. 109-126, dec. 2024.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-17-No-4-2024-109-126>. Date accessed: 30 apr. 2025.
doi: https://doi.org/10.14456/jcdr-hs.2024.30.