Thai Travel Bloggers on Facebook and their Consumers: From Characteristics, to Brand Engagement, Trust And Thai Consumers’s Behavior on touristic products

Abstract

The purpose of this research is to know 1) To analyze level of perception characteristics of travel bloggers, level of brand engagement on travel blogs, level of trust of travel bloggers and Thai consumers’ behavior on touristic products by differentiation of demographic. 2) To study the correlation of level of perception characteristics of travel bloggers, level of brand engagement on travel blogs and level of trust of travel bloggers. 3) To study the correlation of level of trust of travel bloggers and Thai consumers’ behavior on touristic products. The quantitative research was conducted via online questionnaires to collect data from 400 respondents.

          The results of this research show that: 1) Thai consumers have level of perception characteristics of travel bloggers, level of brand engagement on travel blogs and behavior on touristic products overall is moderate but Thai consumers have level of trust of travel bloggers overall is high. 2) Thai consumers of different age and occupation have different level of perception characteristics of travel bloggers. 3) Thai consumers of different age have different level of brand engagement on travel blogs. 4) Thai consumers of different sex, age, income and status have different behavior on touristic products. 5) Characteristics of travel bloggers, level of brand engagement on travel blogs has correlation with level of trust of travel bloggers. The correlation was positive but at a low level. 6) Level of trust of travel bloggers has correlation with behavior on touristic products. The correlation was positive but at a moderate level.