The Application of Stimulus-Organism- Response Paradigm: The Role of Social Media in Thailand's Destination Image and Behavioral Intentions

  • Ariyaporn Nunthiphatprueksa
Keywords: S-O-R model, Social Media, Destination Image, Behavioral Intention


Online and social media have created a huge impact for all industries, and tourism has no exception. The   digitalization enables international tourists to research, plan, review, make a deal for their trip in prior their actual site visitation. This paper investigated the impact of tourism information quality provided in social media on Thailand destination image and behavioral intentions. The research was quantitatively conducted with 214 international tourists throughout Thailand. Multiple Regression Analysis was employed to test hypothesized relationships. The empirical results discovered that some dimensions of information quality had significantly associated with perceived destination image and also resulting in favorable behavioral intentions. The result of this study helped related bodies in effectively use and manage tourism content provided through their social media, so that sustainable tourism success is achievable, especially in today’s digital world.