Impact of Instagram on female Thai millennials' travel destination selection and motivation

Name: Thanwarat Wanitcharoen

keyword: Instagram

; Social media

; Motivation

; Decision making

; Usage behavior

; Travel destination selection

Abstract: The tourism industry is one of Thailand’s pre-eminent economic sectors in which innovation and technology have also had significant roles in the country’s tourism growth. Additionally, the rising trend of social media in Thailand, many organizations have integrated social media into their marketing strategies. In conjunction with other forms of social networking. However, Instagram has maintained a fast growth rate in recent years and gained popularity, especially among female Millennials. Moreover, Instagram has become a platform in which most people share their stories in everyday life and travel experiences. Hence, the purposes of this study were to understand Thai female Millennials’ Instagram usage behavior for travel decision-making, to study how Instagram has an impact on female Millennials’ travel motivation, and to determine female Millennial travelers’ segmentation on Instagram. The findings from this study would be beneficial for travel businesses, travel organizations and destinations to utilize effectively in attracting this potential group of travelers. In collecting data, the exploratory research was used in this research included secondary research from credible sources and in-depth interviews of six respondents. While, online questionnaires of 180 respondents were used in descriptive research. Due to the time limitation, a non-probability convenience sample was used for all in-depth interviews and online surveys. Target respondents were 18-38 year-old Thai female Millennials, living in Bangkok Metropolitan Region, and using Instagram while traveling during the past six months. The Statistical Package for the Social Sciences (SPSS) program was used to interpret and analyze the data from the survey. According to the research results, the respondents were segmented into two groups based on lifestyle: 1) High-end Adventurer and 2) Nature and Culture Lover. Both groups are potential travelers. The first group has significantly more opportunity in their decision-making of traveling to destinations after seeing the content from Instagram, while the second group has the highest number of respondents and highest travel frequency per year. Moreover, the contents provided on different Instagram features significantly have an influence on travel decision-making. The research also found that the respondents expressively made a travel decision after seeing pictures or videos from Location Search and IGTV. In addition, Instagram can provide respondents with a travel motivation from different aspects ; for example, Instagram makes the travelers want to find more new experiences, as well as makes travelers want to escape from a mundane perceived environment.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Barrett, Nigel

Role: advisor

Created: 2018

Modified: 2021-05-25

Issued: 2021-05-25

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.407

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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