African Journal of Hospitality, Tourism and Leisure (Oct 2019)
Tourism media perception affecting people’s travel behaviour and planning.
Abstract
This study on the tourism media perception affecting people’ s travel behavior and planning is a survey research in which the data was collected from peoples’ opinions towards a Thailand tourism video. The tourism media perception reflected the moderate mean value of 3.46 and when considering each item, it was found that, the captioned media perception in a form of word-of-mouth communications such as sharing of experiences and comments on tourism via Facebook reflected the highest average value of 3.83 followed with the media perception via comments and tourism service or product information from the opinion leaders which reflected its high average value of 3.69. Whereas the media perception on tourism hot news such as health tourism reflected the lowest average value of 3.25, respectively. The travel behavior and planning shows an average value of 3.41 or at agreement level. When considering each item, it was found that the average values of each item, ranking in order, were as follows: planning to travel on the next long weekend was equivalent to 3.66 or at agree level and planning to travel on the next weekend was equivalent to 3.61 or at agreement level, and planning to travel with family for the next trip was at 3.55 or at agreement level. Whereas planning to travel under the estimated affordable expenditure was the lowest item at 3.29 or at an undecided level.
