การแสวงหาข้อมูล การใช้ประโยชน์ และความเชื่อถือในข้อมูลการท่องเที่ยวจากสื่อออนไลน์ที่ผู้บริโภคสร้างเองของคนวัยทำงาน

Abstract

The purposes of this research were to study (1) the seeking, usage, and credibility of traveling information obtained from Consumer-Generated Media (CGM), (2) the difference of traveling information seeking arose from demographic characteristics of working people, (3) the correlation between credibility of CGM and traveling information seeking, traveling information usage among 400 working people with direct experience in CGM in Bangkok area. This survey research was conducted in quantitative way by using the questionnaires to collect the data for analysis. The results of this research revealed that the most popular type of CGM was the information from the experienced customers posting their opinions on the webboard / forum and the working people highly believed and used the traveling information gained from CGM. The working people with difference in gender, education, and income factors differed in their traveling information seeking behavior. And the credibility in customer-generated media was positively correlated with the traveling information seeking and usage by the working people.