| Title: | The Influence of Social Media and Travel Influencers on Generation Z’s Intention for Thailand as a Tourism Destination |
| Author: | Sai Aung Khaing Phyo |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.216-231) Click PDF |
Abstract
This study analyzed the role of social media and travel influencers in influencing intention for Thailand as a tourist destination among Generation Z. In general, Generation Z is the totally digital generation, with many hours of indulgence on platforms like Instagram, TikTok, and YouTube, where destination appeal is decided by travel influencers through visual content and authentic displays. A quantitative research approach was adopted in the research methodology to analyze the survey responses of Generation Z travelers and determine the influence of social media and influencers on their interest in traveling to Thailand. A convenience sampling method was used, aiming at 300 target respondents. Among the influential factors that shape interest, authenticity and cultural representation were critical. Influencers played a huge role in determining destination choice. The most valued attributes were affordability, natural landscapes, and cultural uniqueness. It is concluded that tourism marketers should adopt influencers’ partnerships, authenticity, and sustainable travel in attracting this target group. These findings inform the emerging trends of digital tourism marketing which help to develop strategies targeting a younger audience of tech-savvy travelers.
Keywords: social media influence, travel influencers, generation Z, tourism marketing, Thailand
6417193014, Sai Aung Khaing Phyo, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Influence of Social Media and Travel Influencers on Generation Z’s Intention for Thailand as a Tourism Destination , นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
