Attitude Towards Social Media Marketing for Tourism in Sam Phran Old Market

Abstract

This research aims to identify and analyze the attitude toward social media marketing for tourism in Sam Phran Old Market. Marketing through social media platforms such as Facebook, Instagram, X, YouTube, and TikTok, particularly in Thailand, is not well understood due to the lack of research on cultural tourism. This paper bridges the research gap by applying the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB).

A structured questionnaire was distributed both in paper and online formats for data collection. Primary data was collected from 446 tourists visiting Sam Phran Old Market. Linear regression model analysis was used to test the significance of the research model.

The results demonstrate that perceived information, reliability, subjective norm, perceived usefulness, and perceived ease of use had a significant positive impact on the adoption of attitudes towards social media marketing. The implications drawn from this study help researchers and entrepreneurs effectively use social media to increase the product visibility of the community market. This research adds value to the cultural tourism literature by exploring the missing factors influencing the adoption of attitude towards social media marketing.