셜미디어 이용이 여행태도에 미치는 부정적 영향에 대한 탐색적 연구: 태국인의 K-ETA 관련 포커스그룹 인터뷰를 중심으로

An Exploratory Study on Negative Influence of the Social Media on Travel Attitudes: Focus Group Interviews with Thai Regarding K-ETA

Purpose - The purpose of this study was to explore the negative influence of social media on travel attitudes. Design/methodology/approach - To achieve this objective, a comprehensive literature review was conducted, examining the impact of social media not only within the tourism field but also across related domains such as politics, marketing, and communication. While the positive effects of social media on travel related behavior and attitudes have been extensively studied, research focusing on its negative influence remains limited within the tourism context. This study aims to address this gap through an exploratory approach. Focus group interviews were conducted with Thai participants residing in Thailand focusing on K-ETA. Findings - Based on the findings from both the literature review and interview data, three primary factors were identified as having a negative influence on travel attitudes: (1) the dissemination of fake news and misinformation, (2) unrealistic expectations created by social media and the resulting gap between expectation and reality, and (3) the amplification of perceived risks. Research implications or Originality - The study suggests that stakeholders in the tourism industry should develop and implement strategic responses to mitigate the adverse effects of social media on travelers’ decision-making processes.