Factors of Tourism Public Relations Media Exposure on Travel Decision-Making of Thai Tourists Living in Bangkok

Abstract

The objectives of this study were to investigate tourism public relations media exposure and how it affects travel decision-making of the Thai tourists living in Bangkok as well as to investigate personal factors affecting the travel decision-making in the same audience. The samples used in the study were Thai tourists aged 15–65 years resided in Bangkok. The sample size was 400 people. It employed a qualitative method using questionnaire for data collection. The statistics used to test the hypotheses were t-test and One-way ANOVA at significant level of 0.05. The research findings showed that: 1) most of the respondents were females living in Bangkok aged between 20-29 years old with at least a bachelor degree. They were private employees and earn an average monthly income of 20,001-30,000 Baht. Different objectives, frequencies of new media exposure as well as domicile and age differently affected travel decision-making of the Thai tourists living in Bangkok at a significance level of 0.05.