Study on the Behavior and Satisfaction of Students in the College of Hospitality Industry Management Toward Social Media for Tourism and Services

Prapatsorn  Boonma; Weera  Weerasophon; Thidarat  Lawang; Anaphat  Phuangyai; Theerit  Watcharaprateep; Rattanawalee  Thongpool

Prapatsorn Boonma Suan Sunandha Rajabhat University
Weera Weerasophon Suan Sunandha Rajabhat University
Thidarat Lawang Suan Sunandha Rajabhat University
Anaphat Phuangyai Suan Sunandha Rajabhat University
Theerit Watcharaprateep Suan Sunandha Rajabhat University
Rattanawalee Thongpool Suan Sunandha Rajabhat University

Keywords: Behavior, Satisfaction, Social Media, Tourism

Abstract

This study focused on the behavior and satisfaction of students at the College of Hospitality and Tourism Management in using social media for tourism and services. A survey of 220 students revealed that most were female, aged 18-25, third-year tourism students, with a monthly income below 5,000 THB.
TikTok was the top choice for selecting travel destinations. Students accessed social media 3-4 times per month, mainly for entertainment, relaxation, and information on natural destinations. They preferred video content and often relied on user reviews, spending about 1 hour per session. High satisfaction was reported with the speed, convenience, variety, and reliability of tourism information on social media. Influencers played a significant role in travel planning. TikTok was the favorite for tourism content, while YouTube was the top choice for following travel influencers.
Social media plays a crucial role in students' tourism choices, highlighting the need for targeted marketing strategies in the tourism industry to cater to their preferences.