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Unveiling Digital Influences: How Social Media Shapes Tourism Behavior in Boek Phrai Community-based Tourism, Ban Pong District, Ratchaburi Province, Thailand
Full text link This study examines the impact of social media on tourism dynamics in Boek Phrai Sub-district, Ban Pong District, Ratchaburi Province, Thailand. Using a quantitative approach, data were collected through questionnaires from 400 Thai tourists to evaluate the influence of social media platforms on their travel decision-making. Statistical analyses, including Pearson’s correlation and multiple regression, demonstrate a strong positive correlation between social media awareness and travel intentions, particularly among younger, educated tourists. Key factors influencing travel decisions include the perceived usefulness of social media (β = 0.529), attraction appeal in social media content (β = 0.454), and recognition of travel preparation information (β = 0.279). The findings highlight the critical role of User-generated Content (UGC), social media Word-of-Mouth (WOM), and engaging visuals in shaping tourist behavior. These insights underscore the importance of strategic social media engagement to promote lesser-known destinations like Boek Phrai, Ratchaburi Province, contributing to sustainable tourism and community-based economic growth in Thailand.
Keywords: Social Media, Community-Based Tourism, User-generated Content, Decision-Making, Social Media Marketin
Analyze the Gamification Application User Target Group and Formulate Design Strategies for Cultural Tourism: Case Study of Huizhou
Full text link In the era of digital tourism, integrating gamified interactive entertainment with traditional tourism has enhanced the cultural tourism experience. This study explores tourists’ diverse needs for cultural tourism gamification in Huizhou through precise user research, aiming to attract and maintain user participation and provide a scientific basis for developing such applications. The research objectives are to understand users’ needs and expectations for Huizhou’s cultural tourism gamified applications and to clarify target user groups for formulating targeted gamification strategies. Based on user-centered design principles, researchers interviewed and observed tourists in tourist attractions (N = 30) and distributed and collected valid questionnaires (N = 514). The study used the MDA framework to conduct qualitative and quantitative analyses of tourists’ concerns, experiences, functional needs, and artistic style preferences. Results indicate that target users are mainly digital native self-guided tourists, with 81.12% showing high interest in gamified cultural tourism applications, compared to 28.69% of non-digital natives. Tourists expect apps to provide useful information features to enhance their travel experience, particularly by providing detailed and informative explanations of attractions. Additionally, they are concerned with the application’s ease of use and privacy protection. Aesthetically, Chinese line-drawing cartoon styles and travel visual experiences are favored. The proposed gamification strategy balances education, entertainment, and practicality to improve user engagement and experience. These findings offer crucial insights for developers and provide precise guidance for market positioning and product design strategies.
Keywords: Cultural Tourism, Gamification Application, Design Strategies, User-Centered Design, MDA Gamification Desig
Campuscapes: Examining the Linguistic Landscapes of Bulacan Agricultural State College
No full text This paper discusses the linguistic landscapes of Bulacan Agricultural State College. Linguistic landscape surveys public signage and how they are perceived and utilized among encoders and their intended audience. The data were gathered through the collection of photographs taken within the vicinities of the College campuses, and through interviews among encoders and decoders of messages presented by public signage. The study assessed language use through place semiotics including code preference, inscription, and emplacement that revealed how public signs are written in English and Tagalog. The dominance of English is reflected on how both encoders and decoders utilized the language as opposed to Tagalog and other Filipino language. Perceptions on English as the language of the educated class emerged as a reason why it holds superior language status. The materials used which are dominantly metal and papers exhibit how the encoders classified their public sign. Public signs made of metals contain policies and information that are expected to last for a period of time while public signs made of paper reflect the changing regulations and the need for fast information dissemination. Placement of the public signs have various meanings apart from the meaning the written texts intend to communicate. Most public signage were categorized as top-down and/or official as they are created and posted by administrators of the institution, thus, reflecting their authority within campuses. Referential function is the most common language function used by the encoders so as to label various areas and objects located within the college vicinities. These findings implied how both encoders and decoders have varying perspectives on the importance of language preference, inscription, and emplacement, thus, contributing to the spread, acceptance, and value of different languages existing within the college’s space.
Keywords: Linguistic Landscapes, Signage, Place Semiotics, Campuscape
Confirmatory Factors Analysis of the Learning Ecosystem Towards Desired Outcomes of Learners
No full text This research aims to analyze the confirmatory components and verify the congruence of the model indicators of learning ecosystem towards desired outcomes of learners in basic education. The sample group consists of 500 individuals, including school administrators and teachers attached to the Basic Education Office, selected through stratified random sampling based on school sizes and geographical regions. The research tool is a questionnaire assessing factors influencing the desired outcomes of learners at the basic education level, employing a 5-point Likert scale. The validity of the questionnaire was confirmed through content validation by five experts in educational administration and measurement, yielding an index of congruence ranging from 0.80 to 1.00. The reliability coefficient using Cronbach’s alpha was 0.969.
The results of the Confirmatory Factor Analysis (CFA) using Mplus program revealed two key findings: 1) The components of the learning ecosystem consist of 5 factors with their respective standardized factor loadings: Learning Culture (β = 0.989) emerged as the strongest factor, followed by Stakeholder Support (β = 0.951), Learning Resources (β = 0.863), Content (β = 0.805), and Educational Policy (β = 0.709), 2) The confirmatory factor analysis demonstrated that the model fits well with the empirical data, validating the theoretical framework of learning ecosystem components in basic education context. These findings suggest that learning culture and stakeholder support are crucial elements in developing an effective learning ecosystem for achieving desired learner outcomes in basic education.
Keywords: Learning Ecosystem, Desired Outcomes of Learners, Confirmatory Factor Analysis, Basic Educatio
