Guidelines for Developing Marketing Communications Through User Generated Content, Case Study: Koh Sichang Chonburi

Abstract

          This research article aimed 1) to study the influence of user-generated content (UGC) on the behavior of Thai tourists, 2) to study the levels of trust in UGC compared to information from other sources of publicity, and 3) to suggest guidelines for developing marketing communication through UGC for Koh Sichang subdistrict municipality, Chonburi province. This study used survey research methodology and questionnaires as a data collection tool. In this research, 404 Thai tourists aged 18 years old and above were included. Statistical analysis techniques, including frequency and percentage, were employed.

           The study revealed that: 1) Most respondents regularly accessed the UGC for  making travel decisions, choosing travel destinations, and sharing their travel experience information with others through their own online media channels, such as TikTok, YouTube, Facebook, and Instagram. 2) Most respondents trusted the UGC more than traditional media, such as information from tourism companies or organizations, print media, television, and radio. 3) This research supports the concept that the UGC has become a powerful marketing tool today. Therefore, marketing professionals should design the organization's marketing communication strategies in the form of UGC and non-UGC for tourists to access tourist information more easily, conveniently and effectively.