THE EXPOSURE OF CONTENT COMPONENTS’ FOOD TRAVEL YOUTUBERS THAT AFFECT YOUTUBE CHANNEL VIEWERS’ DECISION TO PARTICIPATE IN CULTURAL FOOD TOURISM

Abstract

This research article is quantitative research and has the objectives to 1) study the demographics 2) study the content components’ food travel YouTubers and 3) study the decision to participate in cultural food tourism. A questionnaire was used as an instrument for collecting data from 400 population in YouTube channel viewers who are watching at least 1 specific YouTube channel. Choosing by probability sampling and multi-stage sampling. Both description statistics and inferential statistics were used in data analysis. The inferential statistics used to test hypotheses were t-test, One - way ANOVA and multiple regression analysis. The study found that most of the respondents were females aged between 40 and 49 years who were bachelor’s degree graduates and working as employees, business owners and freelancers who earned an average monthly income between 25,001 and 35,000 baht. The results of the hypotheses test showed that the differences in demographics of YouTube channel viewers have different opinions about the content components’ food travel YouTubers at the 0.05 level of significance except gender, the content components’ food travel YouTubers affects the YouTube channel viewers’ decision to participate in cultural food tourism at the 0.05 level of significance and the differences in demographics of YouTube channel viewers have the differences of the YouTube channel viewers’ decision to participate in cultural food tourism at the 0.05 level of significance except gender and occupation.