The relationship between social media influencers and travel intention of Thai people during Covid-19

Abstract

The coronavirus pandemic has decreased the number of traveler of Thai people. As a part of marketing to help tourism industry, social media influencers become an important marketing tools on tourism segment to raise brand awareness and increase the number of people to travel. This research would like to study the relationship on social media influencers and other variable that relate to the travel intention of Thai people during the Covid-19 The survey collects 322 respondents from four generations of Thai people who intend to travel within Thailand. The method of research uses quantitative research collecting primary data by using an online survey. The data analysis is calculated using SPSS and excel. Also, this model uses the multi- regression to examine the relationship between independent and dependent variables. The result shows there are two variables that lead to the travel intention which are social media influencers during the Covid-19 and physical risk on perceived risk. Both of the variables illustrate the significance of level 0.01 which is strongly impact to travel intention.