Online Marketing Communication Strategies to Promote Tourism in Thailand Among Chinese Students at Bangkok Thonburi University

Abstract

The primary objective of this research is to examine online marketing communication strategies to promote tourism in Thailand among Chinese students at Bangkok Thonburi University. A questionnaire was used as the data collection tool, with a sample size of 400 participants. Statistical methods used for data analysis include mean and standard deviation (S.D.).
The research findings are as follows: (1) Demographic characteristics show that the majority of participants are female (62.25%), aged 30-35 (51.50%), hold a postgraduate degree (60.25%), are married or cohabiting (62.75%), and have previously traveled to Thailand (86.50%). (2) Regarding online media usage, Facebook is the most frequently used platform (20.25%), with short videos being the most preferred tourism-related content (28.75%). Participants search for travel information daily at the highest frequency (52.75%). (3) Analysis of overall marketing communication shows a high level of satisfaction ( = 3.53, S.D. = 1.10). (4) In terms of online marketing communication strategies for promoting tourism in Thailand, marketing videos are the most effective in attracting interest (30.25%). Additionally, 94.50% of participants find Thailand-related content sufficient and engaging enough to motivate travel to the country.