How Thai and Foreign Tourists Access Destination Image on Social Media

This project investigates the differences in how Thai and foreign tourists access and perceive destination images through TripAdvisor and Facebook. The study explores the significance of online networking in shaping destination perceptions, identifying factors that influence tourist decision-making, and comparing the preferences of Thai and international visitors regarding these platforms. The research aims to provide insights for tourism organizations in Thailand, offering recommendations for building a positive destination image and attracting more visitors. The methodology includes a literature review, outlining the role of social media in tourism, and a survey of 50 tourists to gather data on their online behaviors and perceptions. The findings analyze how social media platforms influence tourist choices and how preferences differ between Thai and international tourists, leading to strategic recommendations for effective destination marketing.

How differences between Thai and Foreign
Tourists access to Destination Image via
TripAdvisor and Facebook
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Acknowledgement
Special thanks to my mentors and team members who supported me excessively and guide
me at each and every stage of the investigation. Moreover, friends who built me confidence in me to
conduct the entire study is also very valuable, henceforth, I like to thank them for their moral
support. Furthermore, respondents who gave me correct and accurate responses about the access to
website and social sites is also very precious because only due to their reviews, I became able to
carry out the whole journey in an effectual way. The guidance, opinion and suggestions of both the
members assist me to complete the whole investigation and reach to the best solution.
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Abstract
Tourism sector is of great importance in the economic growth, progress and development as
it provides more employment opportunities, generates large proportion of governmental revenue
and increase nation's GDP growth rate. Attracting more and more visitors, comprising both the
domestic, Thai and foreigners helps Thailand's tourism industry to reach their target goals and
achieve success. Besides this, in the present age of technology, use of social media sites such as
Facebook, Twitter, YouTube and internet access such as TripAdvisor is increasing at very faster
pace. It is because, travellers access web for the information inquiring, so that, they can plan to visit
at the most attractive place of Thailand. Moreover, word of mouth publicity, past experiences of the
visitors and belief and assumptions of the family and their friends also influence their own
perception about different places or sites.
Positive attitude, feelings and opinion of the virtual group on social sites and excellent
reviews of the past visitors develop a favourable image in the visitors mind. So that, they will be
desirable to visit at these places for the better travelling experience. However, negative destination
image will surely discourage tourists to go at such places, which in turn, decline the growth rate of
the visitors. Therefore, the present dissertation study the role and significance of online networking
channel in the development of destination image. Moreover, various factors which affect their
buying decisions and the differences in accessing TripAdvisor and Facebook between both the Thai
and international visitors will be examined through surveying 50 tourists. So that, users can be
influence positively, which in turn, tourism industry can encourage potential visitors to visit
Thailand city.
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Table of Contents
CHAPTER - 1 INTRODUCTION.......................................................................................................5
1.1 Background of the research.......................................................................................................5
1.2 Rationale of the study................................................................................................................6
1.3 Potential significance of the research........................................................................................6
1.4 Research aims and objectives....................................................................................................6
1.5 Research questions.....................................................................................................................7
1.6 Structure of the study ................................................................................................................7
CHAPTER – 2 Literature review.........................................................................................................9
2.1 Sharing practices in tourism social media...............................................................................13
2.2 Real-time sharing.....................................................................................................................14
2.3 Social media types...................................................................................................................14
2.4 Textual versus visual content...................................................................................................15
2.5 Impacts on tourism culture and knowledge.............................................................................15
2.6 Tourism and Mediatiazation....................................................................................................16
CHAPTER – 3 RESEARCH METHODOLOGY..............................................................................18
3.1 Introduction..............................................................................................................................18
3.2 Research philosophy................................................................................................................18
3.3 Research approach...................................................................................................................19
3.4 Research design.......................................................................................................................19
3.5 Research type...........................................................................................................................20
3.6 Data collection methods...........................................................................................................20
3.7 Research instrument.................................................................................................................21
3.8 Sampling..................................................................................................................................21
3.9 Data analysis............................................................................................................................21
3.10 Ethical considerations............................................................................................................21
3.11 Limitation of the study...........................................................................................................22
3.12 Time Frame............................................................................................................................22
CHAPTER – 4 DATA FINDINGS AND ANALYSIS .......................................................................24
4.1 Introduction..............................................................................................................................24
4.2 Data findings and analysis.......................................................................................................24
CHAPTER – 5 CONCLUSION AND RECOMMENDATION.........................................................40
5.1 Conclusion...............................................................................................................................40
5.2 Recommendations....................................................................................................................41
REFERENCES...................................................................................................................................42
APPENDIX........................................................................................................................................46
Survey Questionnaire.....................................................................................................................47
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CHAPTER - 1 INTRODUCTION
1.1 Background of the research
Travel and tourism industry is one of the major service-oriented industries across the globe.
It plays an inexorable role in the nation’s growth and success as it is the major contributor of
governmental revenue. Moreover, increasing number of domestic as well as foreign tourists offer
more jobs which in turn decreases unemployment. Further, generation of foreign currency increases
government treasury which can be spent on the public services for economic progress. Due to this,
each nation's government is making efforts for attracting more travellers and generate higher
earnings for the economic developments. Referring Thailand travel and tourism industry, it
contributes major percentage towards the economic gross domestic product (GDP). Travellers come
from both the domestic as well as international region to Thailand to enjoy travelling experience. In
the year 2015, as per the Global Cities Index, Thailand's capital Bangkok has been ranked at 2nd
position in the world's top 20 most visited countries, pursuit only London. However, according to
the World’s Economic Forum report, it has been ranked at 35th out of 141 nations. It is because,
government is attracting visitors from both the inbound as well as outer countries. People desire to
visit at attractive destinations such as Grand Palace, Khao Yai National Park, Wat Arun, Jim
Thompson House, Karon Beach, Golden Budha, etc. Its tourist mainly comes from Asian and
Western nations such as China, Australia, US, Russia, UK etc. People come from different places to
see Thailand's historical monuments, natural places, cultural sights and island, etc.
In the present technological age, online networking and communication channel plays an
important role in building an image in visitor’s mind. Audio and visualize presentation, past
consumer experience, great impression and positive perception helps to develop a positive
destination image which highly impacts the destination selection decisions of domestic and foreign
tourists. TripAdvisor is an US travel website company which provides travel based experience and
reviews of historical tourists. It plays the major role in Thailand's travel industry as visitors are
greatly influenced by the word of mouth publicity and historical travelling experience. Moreover,
social media tools and technologies like Facebook, Flickr, Twitter and Travel Blog etc. also affect
traveller’s perceptions towards a specific destination (Thiumsak and Ruanghanjanases, 2016). By
developing a positive image of destination, country can attract many travellers and enhance their
domestic as well as foreign exchange earnings. This dissertation covers an in-depth study and
analysis of different types of online networking and communication mediums to attract visitors to
Thailand. Moreover, various factors which affect the perception and beliefs of consumers towards
different tourist attractions will be discussed. In addition to this, report will evaluate the differences
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between preference of Thai and international tourists on building up the destination image.
1.2 Rationale of the study
Present study is focused on the use of online networking mediums like Websites, Facebook,
YouTube, Flickr, Twitter etc. to develop a positive destination image in the mind of visitors. It is an
issue as by the beginning of 2014, Thailand's tourism sector is suffering with several problems and
difficulties due to political instability. As a result, number of tourist arrivals and tourism revenue
have been declined. Moreover, due to political crisis, number of potential visitors who desired to
visit Thailand have fallen. In return, it becomes essential for the government to take some major
initiatives and actions for promoting tourism industry. Furthermore, organizations also require to
bring innovations in the routine operations to develop a positive image in the minds of visitors with
regard to various attractive destinations. By this, it can attract more visitors from inbound and
outbound nations and make economic growth by offering more jobs, generating high revenue,
foreign earnings, etc.
1.3 Potential significance of the research
This study will be of great significance for those scholars who will desire to carry out study
on similar topic in the future. It will provide huge assistance and guidance to other PHD scholars
who are doing research on the above topic. By taking help of this dissertation, readers can identify
the current trends and challenges that are pertaining to Thailand’s travel and tourism industry and
assess the impact of TripAdvisor and Facebook on domestic as well as international travellers.
Moreover, it will help existing organizations that are operating in the industry for formulating and
designing suitable strategies and decisions in order to attract more visitors. It is because, they can
develop an effective promotional tool through the use of online networking such as Facebook,
Travel Blog and YouTube, etc. Thus, they can enhance their target customer base and attain success
in the volatile market.
1.4 Research aims and objectives
Central aim of investigation is to assess and evaluate differences between both the Thai and
foreign visitors in developing a destination’s image via the means of TripAdvisor and Facebook. In
order to fulfil such aim, following objectives have been addressed by
the investigator as mentioned below
 To understand the significance of online networking in building up the destination image
 To identify the factors which influence visitors in making destination image
 To evaluate and examine the differences between Thai and international visitors for
developing an image for attractive destinations via the TripAdvisor and Facebook access.
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 To propose the best solution and strategy to the organizations for building a superior
destination image.
1.5 Research questions
This research study address the following questions to accomplish the aims and objectives,
given hereunder:
1. How online networking and communication channel is important for developing destination
image in the mind of travellers?
2. What factors affect destination image in the mind of both domestic and foreign visitors?
3. How domestic visitors demands differ from the international travellers in developing a
perception regards to different destinations via accessing TripAdvisor and Facebook?
4. Which is the best promotional strategy or mix which can be used by the organizations for
building a positive destination image?
1.6 Structure of the study
Chapter: 1 – Introduction
This section of dissertation provides a brief introduction and background of chosen research
topic. Moreover, issue regarding title and the potential significance of investigations has been
identified. Furthermore, aim and objectives of the research have been formulated on which entire
study has been focused to accomplish the set targets. Through studying this chapter, reader can
identify the issues and problems that have been addressed by the investigator to resolve specified
issue.
Chapter: 2 – Literature review
This section of entire dissertation is of great importance as in this, opinions and views of
different authors regarding the chosen topic have been discussed and evaluated in detail. By this,
conceptual knowledge and empirical findings of the research can be developed. Moreover, it will
guide researcher to conclude the entire study and solve particular issue.
Chapter: 3 – Research methodology
This section of investigation unfolds various methods and techniques which have been used
by investigator to carry out the study in an effectual way. In this, selected philosophy, approach,
research design, source of data collection and its analytical technique have been identified to
conduct the investigation.
Chapter: 4 – Data findings and analysis
This chapter of dissertation addresses data gathering process from different sources and its
analysis to interpret the same. It will address the influence of TripAdvisor and Facebook on Thai as
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well as foreign tourists to develop their perception about destination’s image. Through this,
researcher can examine and evaluate real facts and figures with regard to the selected topic and
develop an appropriate conclusion.
Chapter: 5 – Conclusion and recommendations
This is the last section of thesis in which valid and specific justification has been provided to
conclude the whole study. In short, it is a summary of entire dissertation which focuses reader’s
concentration on important facts that have been concluded by the investigation. Moreover, in the
end, an appropriate or suitable promotional strategy by taking into account social networking tools
and techniques will be advised to the organizations that are operating in the Thailand travel and
tourism sector.
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CHAPTER – 2 LITERATURE REVIEW
Online networking is progressively important as a major aspect of tourism works on
influencing destinations and organizations. Being one of the "super patterns" that has significantly
affected the tourism framework, the part and utilization of online networking in voyagers' basic
leadership and in tourism operations and administration have been generally talked about in tourism
and friendliness research. Social media are assuming an inexorably imperative part as data hotspots
for explorers. The developing part of online networking in tourism has been progressively a rising
exploration subject. Online networking assumes a significant part in numerous parts of tourism,
particularly in data inquiry and basic leadership practices, tourism advancement and in
concentrating on best practices for collaborating with purchasers. Leveraging off online networking
to market tourism items has turned out to be a magnificent methodology. The proficiency and
daintiness of new media problematic the experiential division between being at home and leaving.
Advancements for data gathering, putting away and scattering are included all through most visitor
trips. They impact view of spot, separation, sociality, genuineness, and other pre-understandings
that edge tourism. Yet there are relatively few investigations of how diverse types of tourist
correspondence are intertwined, nor how 'new media' impact tourism exercises and encounters
among various types of explorers. (Jansson, 2007)
There has been much talk about the definition of online networking. As online networking
keeps on advancing and its uses change and grow, so does the definition of online networking.
Cohen (2011) summarized 30 diverse definitions of online networking, from various perspectives.
Some critical attributes and natures of online networking have been identified in these definitions.
They include: 1) social networking are online instruments, applications, stages and media, and
there-fore rely on upon data innovation; 2) online networking are distributed correspondence
channels, which empowers the intelligent web's substance creation, joint effort and trade by
members and general society, features which acquaint considerable and pervasive changes with
correspondence between associations, groups and individuals; and, 3) online networking join clients
to shape a virtual group by utilizing cross-stages, and in this way influences individuals' practices
and genuine living. The expression "long range interpersonal communication" must be considered
close by the expression "online networking". It defines a "long range interpersonal communication"
administration as "an online administration, platform, or website that spotlights on encouraging the
working of informal organizations or social relations among individuals who, for instance, offer
interests, activities, backgrounds, or genuine life connections". While online networking are
considered as the "devices" or "method for correspondence", allowing one to telecast, reach and
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influence individuals widely, social networking is considered as the use of "social media tools" to
collaborate and discuss straightforwardly with individuals you're as of now associated with or with
whom you wish to be associated with. Online networking incorporates interpersonal interaction
destinations, purchaser audit locales, content group locales, wikis, Internet gatherings and area
based social networking.
Social networking has developed as the new path in which individuals interface socially, by
incorporating data and communication innovation, (for example, versatile and electronic advances),
social collaboration, and the development of words, pictures, recordings and audio. It is actually
more than a new way to communicate; it is an entire online environment based on members'
commitments and interactions. Online networking development has been exponential over late
years. By December 2012, the main online networking symbol, Facebook, had more than 1.2 billion
individuals. Online networking plays an increasingly important role in many aspects of tourism,
especially in information pursuit and basic leadership practices , tourism advancement , and in
concentrating on best practices for interfacing with purchasers through social networking channels
(e.g. social shar. Utilizing off online networking to market tourism items has turned out to be a
magnificent system. Numerous nations view online networking as a critical apparatus to advance
their tourism commercial ventures. Online networking in tourism has been explored as a developing
subject. We saw that a writing audit on online networking in tourism and hospitality had been
distributed as of late (Leung, Law, Hoof, and Buhalis, 2013). Forty-four studies distributed in
scholarly diaries by 2011 were incorporated into that survey. Late years have seen a stimulating in
the quantity of productions and the scope of examination themes. It is imperative to have a further
survey of the advancement of exploration on social media (and/or person to person communication)
in tourism, with all real distribution sources included. Consequently, this study covers a much more
extensive scope of writing and takes an alternate way to deal with perspective surviving
examination accomplishments.(Zeng and Gerritsen, 2014)
With the colossal measure of data possibly accessible to explorers, the Internet constitutes an
essential stage for data trade between the customer and industry suppliers (e.g., lodgings,
transportation segments, attractions), go-betweens (e.g., travel specialists), controllers (e.g.,
governments and regulatory bodies) , and additionally numerous non-benefit associations, for
example, destination advertising associations. Diverse mechanical interfaces, for example, web
crawlers, online travel booking locales, and Websites of destination promoting associations
encourage the data trade between online explorers and the purported "online tourism space".
Apparently, social networkings, which encourage the communications between online customers,
have risen as a critical segment of this space. This area basically surveys the writing on the online
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tourism space and online networking in tourism, and distinguishes the confinements of existing
writing to give the reason to this study. (Xiang and Gretzel, 2010)
A domain can be characterized as a gathering of all enlightening substances around a
particular subject. With regards to the Internet, a domain is the gathering of connections, space
names, and Web pages that contain writings, pictures, and sound/video documents put away in
hypertext groups. The online tourism domain can in this way be comprehended as involved all such
instructive substances that identify with travel. The investigation of the online tourism area can be
followed back to Werthner and Klein (1999), who proposed a reasonable system which portrays the
connection between the customer and the business suppliers with the Internet playing an
encouraging and intervening part. With the expanding significance of the utilization of the Internet
for travel purposes, more consideration has been coordinated to the examination of the tourism
space, with an accentuation on the interceding part of particular Internet advances (e.g., web search
tools) in speaking to tourism inside a travel arranging setting. Pan and Fesenmaier (2006), for
instance, utilized the expression "online tourism data space" to portray the accumulation of hyper
textual substance accessible for travel data searchers. Wöber (2006) inspected one part of the
tourism space, i.e., the perceivability of tourism undertakings, especially destination promoting
associations and individual lodging operations in Europe, among six well known web crawlers. His
discoveries demonstrated that numerous tourism sites experience the ill effects of low rankings
among the list items, which makes it to a great degree troublesome for online voyagers to
straightforwardly get to individual tourism sites through these web indexes. As of late, Xiang,
Wöber, and Fesenmaier (2008) conceptualized the online tourism domain based upon a
reconciliation of various hypothetical points of view, including industry perspective, symbolic
representation perspective, the travel behaviour and the travel information search (Xiang and
Gretzel, 2010).
Understanding the structure and representation of the online tourism space is essential for a
superior association of travel related data by planning compelling tourism data frameworks and for
executing effective showcasing effort. The structure of the tourism area has changed definitely
inferable from the presence of online networking as new players in the field of travel data trade. Be
that as it may, past examination on the online tourism space has, as it were, just considered
cooperation’s between the online explorer and the alleged "tourism industry". Thusly, it is
contended that a far reaching comprehension of the way of the online tourism area should suitably
reflect and address the presence, and potential effects, of online networking.
One critical confinement in the current writing on online networking is that there is an
absence of comprehension of its part in online travel data seek, particularly the probability for an
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online voyager to be presented to and really utilize these social networking Websites when
searching for travel data. In particular, as of now accessible data about voyagers' utilization of
online networking was based upon information gathered through self-reported surveys (e.g.,
utilizing an inquiry, for example, "how regularly do you utilize a particular social networking
Website") and accordingly, the level of objectivity is exceptionally restricted. Then again, it was
based upon controlled trial settings by requesting that subjects lead an excursion arranging
assignment online to comprehend the mental impacts of social networking on explorers. Given
these impediments, the degree to which online networking constitute the online tourism area is not
surely knew in a goal, far reaching way.
Given the potential effect of social networking in online tourism, learning about the part of
online networking in travel data hunt is viewed as fundamental to better educate tourism
showcasing hones. Above all else, the development of online networking has offered ascend to
issues as for how tourism advertisers can influence online networking keeping in mind the end goal
to bolster their internet showcasing endeavours. Numerous travel and tourism operations have
likewise perceived the significance of including buyer created content on their Web locales, for the
most part as altered testimonials (e.g., VisitPA.com and Sheraton.com). Promoting specialists
frequently utilize the mark "electronic verbal" to depict the effect of such media content.
Schmallegger and Carson (2008) proposed that methodologies of utilizing web journals as a data
channel incorporate correspondence, advancement, item circulation, administration, and
examination. It appears that present tourism showcasing rehearse centres consideration on using
online networking to make positive picture and informal exchange for vacationer destinations and
organizations. In any case, without a strong comprehension of the part of online networking in
online travel data seek, tourism advertisers' capacity to take advantage this "business sector
knowledge" is exceptionally constrained (Xiang and Gretzel, 2010).
This study will be based on the theory of destination perception formation (or DI).
Destination formation occurs through a complex process of evaluating a destination upon visit or
non-visit by an individual. As noted from the relevant literature, DI bears no one unique definition,
and studies have taken various divergent perspectives on its meaning in the context of their
research. Audience DI formation occurs in an evolving cycle that starts from pre-visit, participation
at the tourist destination, well into post-visit phases (Tasci & Gartner, 2007).
Psychologically, destination image is seen as a composite of both holistic constructions and
visual representation of the destination, and consists all associated knowledge, impressions,
emotions, beliefs as well as individual values (Chi & Hailin, 2008). From this perspective, DI will
be explored in terms of the mental images that foreigners and local Thai tourists hold in their minds
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