Online Marketing Communications Influences Decision Making on Farm Stay Agritourism of Tourists Living in Bangkok
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Abstract
The purpose of this study is to research online marketing communications influences decision making on farm stay agritourism of tourists living in Bangkok. Through quantitative research, data were collected from 400 Bangkok residents tourists, used questionnaires as a tool. The data were then analyzed by descriptive statistical and inferential statistics analysis for frequency, percentage, mean, and standard deviation (S.D.), and Multiple Regression Analysis. The results showed that most respondents have been women with an average age of 26 - 35 years, an average income of 30,001 – 50,000 baht per month, and having a bachelor’s degree, being employed in companies. Furthermore, they have been interested in travel on farm stay agritourism. The findings also revealed that online direct marketing, online advertising, online personal selling, and online sales promotion in the realm of online marketing communication significantly influenced decision making on farm stay agritourism of tourists living in Bangkok. Online Public Relations insignificantly influenced decision making on farm stay agritourism of tourists living in Bangkok.
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King Mongkut's Agricultural Journal
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