An Association between Social Network and Behavioral Intention to Visit OTOP Nawatwithi

Wasun Khan-Am, Kritiya Rangsom

Abstract


This article presents a survey result of an association between factor, three categories; and behavioral Intention to OTOP Nawatwithi traveling analysis as the main purpose. Three categories of factor are demographic, product types, and social networks. The survey instrument is a questionnaire developed by the researcher. The population of this survey is Thai whose age in Generation Z, GEN-Z. They also have an experience in Thailand Travel. The sample size is 400 people who is willing to answer a questionnaire. The sampling approach is a purposive sampling. The survey begins after the samples took five or ten minutes for watching OTOP Nawatwithi traveling video. The output of this survey showed that the most of respondents were female, their age was more than 20 years old, and took a status under degree education. They also love an OTOP product in all categories including food, drink, apparel, decorations, and inedible herbs. They love contacting via Facebook, but almost of them didn’t love to have contact via Line or IG. The Chi-square test depicted the factor associate on behavioral intention including gender demographic, inedible herb product, and Facebook social network

Keywords; OTOP;OTOP Nawatwithie; Social Networks


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References


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