CONSUMER PERCEPTIONS TOWARDS ADVERTISING IN THE TOURISM INDUSTRY: A CASE STUDY OF PRIVATE COLLEGE STUDENTS IN BANGKOK

Authors

  • Kanokwan Umathorn Students of the Hotel Management Program, Wimol Business Administration Technological College
  • Pechrada Tannop Students of the Hotel Management Program, Wimol Business Administration Technological College
  • Supakit Setraksa Hotel Management Program, Wimol Business Administration Technological College

Keywords:

Advertising, Tourism Industry, Consumer Behavior, Students

Abstract

This research aims to (1) study the behavior of students responding to advertisements in the tourism industry, (2) examine the perspectives of students from a private college in Bangkok toward tourism advertisements, and (3) investigate the factors influencing students' perceptions, attitudes, and behaviors toward tourism advertisements. The research sample consists of 20 students residing or studying in Bangkok, selected through purposive sampling. Data were collected using interviews and analyzed using qualitative content analysis.

The findings reveal that (1) students tend to be interested in advertisements that are creative and modern, particularly those featuring influencers as representatives, (2) social media platforms such as Facebook, Instagram, TikTok, and YouTube have the most influence on students when seeking information about tourism, and (3) students are more likely to decide on a travel destination based on advertisements that provide clear, credible information, such as reviews from actual users and transparent details. Advertisements that avoid exaggeration help build trust and confidence in the decision-making process.

The research suggests that tourism industry operators should adjust their advertising strategies to align with students' media usage behavior by focusing on creative, credible content delivered via social media platforms to effectively stimulate decision-making and interest among the target group.

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Published

06/01/2025

How to Cite

Umathorn, K., Tannop, P., & Setraksa, S. (2025). CONSUMER PERCEPTIONS TOWARDS ADVERTISING IN THE TOURISM INDUSTRY: A CASE STUDY OF PRIVATE COLLEGE STUDENTS IN BANGKOK. Journal of interdisciplinary in Social Sciences and Education, 1(3), 1–13. retrieved from https://so09.tci-thaijo.org/index.php/JISSE/article/view/5944

Issue

Vol. 1 No. 3 (2025): May-June 2025

Section

บทความวิจัย (Research article)

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