Media Exposure on Decision Making on Travelling of Thai Tourists in KohLarn, Chonburi Province

Abstract

          The objectives of this study were to study the media exposure behaviors on decision making on traveling of the Thai tourists and to examine the influence of  media on Thai tourists in KohLarn, Chonburi Province.This research was a quantitative  research. The samples of quantitative research were 400 Thai tourists who travelled to KohLarn. They were sampled using accidental sampling. The data analyzed statistically  using by percentage, Mean () Standard Deviation (S.D.) and content analysis. The results were as followed; 1. Media Exposure behaviors of sample group using the internet were at highest level of all aspects. On the other hand, the sample believe that mass media was the most reliable source of the information. 2. The  majority of the sample watched television programmes on Channel 3, 5, 7, 9, and Thai PBS (63.00%). The sample's most read newspaper was Thairath (44.00%). They usually did not read tourism magazines and listen to radio (58.75% and 37.75%). Facebook was a major channel they use to watch media via internet (71.75%). TeoyTiew Thai was the most viewed television programmes (45.00%). Friends appeared to be the most powerful influencers towards the sample's buying decision (69.00%). The visitors of the tourism exhibition held at Queen Sirikit National Convention Center  responded to the survey the most (47.25%). For research advantages, the research results will provide direct advantages  to  the  public and commercial activities. The  researchers recommend that media channels should be varied and easily accessible in order to be effectively responsive to the needs of tourists.