The influence of social media on Chinese tourists buying behavior in Thailand.

Abstract

The purpose of this study is to explore the factors of social media that impact Chinese tourist buying local souvenir products in Thailand. The research responses generated from Chinese tourist who had experience of purchasing Thai local souvenirs in Thailand recently. The total number of response is 100, which 80% of them are self-guided tourists, and 20% of them are package tour tourists. The findings of this research show that most of Chinese tourists would use social media for searching products information. Display ads on social media have little impact on consumer’s purchasing decision. Negative comments are more influencing than positive comments. Contents with picture and text together will generate more interests. Ads are more effective by hiring KOLs.