Needs for Online Media Types on Agritourism among Generation Z Students of Khon Kaen University
Main Article Content
Abstract
Agritourism serves as a key mechanism for developing local economies, particularly in an era where online media plays a crucial role in shaping the travel decisions of Generation Z. However, there is still a lack of in-depth understanding regarding their media preferences. This study aimed to examine the general characteristics, media usage behaviors, and needs for platforms, media types, formats, and content related to agritourism online media among Gen Z students. It also aimed to compare differences in media needs based on gender, age, income and prior experience with agritourism. The sample consisted of 381 Gen Z students of Khon Kaen University, Thailand, who voluntarily responded to an online questionnaire. The research instrument was a three-level rating scale (reliability = 0.96). Data were analyzed using descriptive statistics, t-test, and ANOVA with LSD post hoc analysis.
The findings revealed that most participants were female, with an average age of 20. While 76% had previously seen agritourism-related media online, 60% had never engaged in agritourism travel. The most preferred platforms were Facebook, TikTok, YouTube, and Instagram, with a strong preference for short-form videos that inspire, entertain, and inform. The analysis revealed statistically significant differences in media needs across gender, income, and travel experience (p < .05). The study suggests that online media for communicating with Generation Z should focus on short-form videos and infographics, with concise and engaging content that aligns with their interests such as tourist attractions, food, safety, and promotions. These insights can guide tourism authorities and entrepreneurs in designing effective communication strategies to promote agritourism.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
King Mongkut's Agricultural Journal
References
Blumler, J. G., & Katz, E. (1974). The Uses of Mass Communications: Current Perspectives on Gratifications Research. Sage Publications.
Booking.com. (2019). Research Shows that Gen Z Can’t Wait to Explore the World, with a List of Must-Visit Destinations and Travel Plans Already in Place. Retrieved from: https://news.booking.com/th-th/gen-z-travelers-cant-wait-to-experience-the-world/.
Chaimoolwong, S., Fongmul, S., Rungkawat, N., & Sakkatat, P. (2019). Factors affecting Thai tourists’ motivations and behaviors of the agrotourism: Case study of Mae Jam Village, Mueang Pan District, Lampang Province. Journal of Agricultural Research and Extention, 37(3), 71-78. https://li01.tci-thaijo.org/index.php/MJUJN/article/view/248419. (in Thai).
Chenchitsin, N., & Euaiarusphan, A. (2023). Perspectives of a future approach to agrotourism in Thailand. Suratthani Rajabhat Journal, 10(1), 1-20. https://so05.tci-thaijo.org/index.php/srj/article/view/257070. (in Thai).
Cochran, W. G. (1977). Sampling Techniques. John Wiley & Sons. (in Thai).
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
De Jong, A. (2024). Understanding Gen Z Travel Needs and Demands. Retrieved from: https://goodtourisminstitute.com/library/gen-z-travel/.
Department of Agricultural Extension. (2025). The Department of Agricultural Extension Promotes Sustainable Agritourism Management and Enhances Staff Capacity as Mentors. Retrieved from: https://www.doae.go.th/กรมส่งเสริมการเกษตรดัน-4/. (in Thai).
Dewi, N. I. K., Gede, I. G. K., Kencanawati, A. A. A. M., & Mataram, I. G. A. B. (2021). Social media usage by Generation Z in pre-trip planning. In Proceedings of the International Conference on Applied Science and Technology on Social Science, pp. 190-195. Atlantis Press. https://doi.org/10.2991/assehr.k.210424.036.
Dipendra, K. C., Pramod, K. C., Rado, I., & Vichit-Vadakan, N. (2025). Digital inequality and learning outcomes: Evidence from Thailand. Education and Information Technologies, 30(2), 1-26. http://doi.org/10.1007/s10639-025-13570-0.
Eccles, J. S., & Wigfield, A. (2002). Motivational beliefs, values, and goals. Annual Review of Psychology, 53(1), 109–132. https://doi.org/10.1146/annurev.psych.53.100901.135153.
Fraenkel, J. R., Wallen, N. E., & Hyun, H. H. (2012). How to Design and Evaluate Research in Education. McGraw-Hill.
Johnston, I. (2023). How is Gen Z Reshaping Hospitality and Travel? Retrieved from: https://www.forbes.com/councils/forbesagencycouncil/2023/11/30/how-is-gen-z-reshaping-hospitality-and-travel/.
Junpensuk, P. (2017). Information demand, media exposure and perception of thai cultural information among chinese tourists. Nakhon Lampang Buddhist College’s Journal, 6(1), 9. https://so04.tci-thaijo.org/index.php/NBJ/article/view/253052. (in Thai).
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
Klapper, J. T. 1960). The Effects of Mass Communication. Free Press of Glencoe.
Livingstone, S., Nandi, A., Banaji, S., & Stoilova, M. (2017). Young adolescents and Digital Media: Uses, Risks and Opportunities in Low-and Middle-Income Countries: A Rapid Evidence Review. Retrieved from: https://eprints.lse.ac.uk/83753/.
Mayer, R. E. (2009). Multimedia Learning. 2nd Ed. Cambridge University Press.
Microsoft. (2015). Attention Spans: Consumer Insights Microsoft Canada. Retrieved from: https://sherpapg.com/wp-content/uploads/2017/12/MAS.pdf.
Mitchell, A., & Shearer, E. (2020). News Use Across Social Media Platforms in 2020. Retrieved from: https://www.pewresearch.org/journalism/2021/01/12/news-use-across-social-media-platforms-in-2020/.
Meyers-Levy, J., & Loken, B. (2015). Revisiting gender differences: What we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129–149. https://doi.org/10.1016/j.jcps.2014.06.003.
Mokanan, S., & Sabaijai, P. E. (2023). Perception of UHT ready-to-drink coconut water in bangkok via online media. King Mongkut’s Agricultural Journal, 41(3), 196-204. https://doi.org/10.55003/kmaj.2023.12.28.002. (in Thai).
Norris, P. (2001). Digital Divide? Civic Engagement, Information Poverty and the Internet Worldwide. Cambridge University Press. http://dx.doi.org/10.1017/CBO9781139164887.
Nuchanong, S., & Jones, P. (2020). Elderly people’s use of social media for travel purposes. Business Administration and Management Journal, 12(1), 75-91. https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/227828. (in Thai).
Pariser, E. (2011). Filter Bubble. Retrieved from: https://en.wikipedia.org/wiki/Filter_bubble?utm_.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer.
Paker, K., & Igielnik, R. (2019). On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far. Retrieved from: https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far/.
Pitisan, P. (2018). A New Concept of Agritourism in the Coro Field Style. Retrieved from: https://www.bangkokbiznews.com/blogs/columnist/120891. (in Thai).
Pongwatcharanon, K., & Sridee, S. (2025). Agricultural tourism communication to attract Gen-Z tourists: Strategies for success in the digital age. Interdisciplinary Journal of Education and Social Development, 1(3), 42-54. https://so14.tci-thaijo.org/index.php/Interdisciplinary/article/view/1407/1021. (in Thai).
Popsa, R. E. (2024). Exploring the Generation Z travel trends and behavior. Studies in Business and Economics, 19(1), 189-199. https://doi.org/10.2478/sbe-2024-0010.
Rogers, E. M. (2003). Diffusion of Innovations 5th Ed. The Free Press.
Sampattawanich, P., Choompolsathien, A., & Worakullattanee, K. (2022). Information seeking and uses and gratification on social media of gen Z. Journal of Journalism, 15(3), 185-222. https://so06.tci-thaijo.org/index.php/jcmag/article/view/258753. (in Thai).
Satawethin, P. (2003). Principles of Communication Arts. Rung Rueang San Kan Phim. (in Thai).
Schramm, W. (1973). Channel and Audience: Handbook of Communication. Chicago Ran Mcnally College.
Sidoti, O., Park, E., Faverio, M., Atske, S., & Radde, K. (2025). Teens and Social Media Fact Sheet. Retrieved from: https://www.pewresearch.org/internet/fact-sheet/teens-and-internet-device-access-fact-sheet/.
Srisurat, B. (2002). Basic Research. 5th Ed. Suwiriyasarn. (in Thai).
Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive Science, 12(2), 257–285. https://doi.org/10.1207/s15516709cog1202_4.
Technavio. (2025). Agritourism Market Market Analysis, Size, and Forecast 2025–2029. Retrieved from: https://newsroom.technavio.org/agritourismmarket?utm_.
Tourism Authority of Thailand Academy. (2023). What’s Z View: Exploring Gen Z’s Travel Behavior as the Future “Main Consumers” of the World. Retrieved from: https://share.google/3CrzWzbxLU7MKY2Nv (in Thai).
Strauss, W., & Howe, N. (1991). Generations: The History of America’s Future, 1584 to 2069. William Morrow & Company.
Van Dijk, J. (2005). The Deepening Divide: Inequality In the Information Society. Sage Publications.
Wongwicht, N., Nadee, M., Panthog, K., Thawiphrom, R., Sungsunchai, C., Khumtong, P., Ngammoh, N., Boonraum, K., & Kiatprasert, P. (2022). Marketing strategies affecting decisions to choose ecotourism destinations of generation Z tourists in Thailand. Academic Journal of Management Technology, 4(1), 29-40. https://so03.tci-thaijo.org/index.php/jomt/article/view/265154. (in Thai).
Yodkaew, S., & Sabaijai, P. E. (2025). Online marketing communications influences decision making on farm stay agritourism of tourists living in Bangkok. King Mongkut’s Agricultural Journal, 43(2), 296-304. https://doi.org/10.55003/kmaj.2025.05.28.017. (in Thai).
