SUCCESSFUL ANALYSIS OF CONSUMER TRUST AND PERCEIVED RISKS ON THE INTENTIONS TO PURCHASE OVERSEAS TRAVEL PACKAGES VIA SOCIAL MEDIA

Abstract

Tourism businesses in Thailand significantly contribute to the country's economy. This study aims to develop a novel model for sustainable travel agency operations in Thailand. A mixed-methods approach was employed, integrating both qualitative and quantitative methodologies. The qualitative phase involved gathering consensus from 19 qualified experts using the Fuzzy Set Delphi Method. The quantitative phase involved surveying 800 individuals who had purchased overseas travel packages through social media platforms in Thailand. The results indicate that trust and perceived risk are the most critical factors affecting purchase intention and decision-making. Specifically, perceived risk significantly impacts customers' reluctance to purchase products and services when there is uncertainty, which is notably high during the studied period. The in-depth findings from the proposed model suggest that incorporating real factors can enhance the attractiveness of overseas travel packages to customers, thereby fostering growth, strength, and sustainability in Thailand’s travel agency sector. Consequently, it is concluded that increasing demand for travel packages is achievable through promoting trust and mitigating perceived risks, which would enhance the overall sustainability of travel agencies in Thailand.