Intention to Recommend Tourism Destination on Social Media for Tourists in Thailand

Nowadays, the Internet community is very important in every organization, especially in tourism. Thai tourism should promote destinations by using social media to highlight the uniqueness of each area. The objective is to find the intention to recommend tourism destinations in Thailand using the social media. This research uses a mixed-methods approach. The qualitative data was gathered by email from 21 experts. A consensus of 21 experts used a rough set of Delphi. The quantitative research obtained data from a total of 800 sample tourists who recommended various tourism destinations. The result of this study found eight factors, such as information quality, perceived usefulness, push travel motivations, pull travel motivations, overall satisfaction, trust, customer loyalty, and intention to recommend. The benefit of this research is that Tourism Authority of Thailand (TAT) should implement the factor of intention to recommend.