{"id":"https://openalex.org/W7219972425","doi":null,"title":"\u0e1c\u0e25\u0e01\u0e23\u0e30\u0e17\u0e1a\u0e02\u0e2d\u0e07\u0e01\u0e34\u0e08\u0e01\u0e23\u0e23\u0e21\u0e01\u0e32\u0e23\u0e15\u0e25\u0e32\u0e14\u0e1c\u0e48\u0e32\u0e19\u0e2a\u0e37\u0e48\u0e2d\u0e2a\u0e31\u0e07\u0e04\u0e21\u0e2d\u0e2d\u0e19\u0e44\u0e25\u0e19\u0e4c\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e21\u0e35\u0e2a\u0e48\u0e27\u0e19\u0e23\u0e48\u0e27\u0e21\u0e02\u0e2d\u0e07\u0e19\u0e31\u0e01\u0e17\u0e48\u0e2d\u0e07\u0e40\u0e17\u0e35\u0e48\u0e22\u0e27\u0e43\u0e19\u0e01\u0e32\u0e23\u0e17\u0e48\u0e2d\u0e07\u0e40\u0e17\u0e35\u0e48\u0e22\u0e27\u0e40\u0e0a\u0e34\u0e07\u0e40\u0e01\u0e29\u0e15\u0e23: \u0e01\u0e23\u0e13\u0e35\u0e28\u0e36\u0e01\u0e29\u0e32\u0e08\u0e31\u0e07\u0e2b\u0e27\u0e31\u0e14\u0e2a\u0e21\u0e38\u0e17\u0e23\u0e2a\u0e07\u0e04\u0e23\u0e32\u0e21","display_name":"\u0e1c\u0e25\u0e01\u0e23\u0e30\u0e17\u0e1a\u0e02\u0e2d\u0e07\u0e01\u0e34\u0e08\u0e01\u0e23\u0e23\u0e21\u0e01\u0e32\u0e23\u0e15\u0e25\u0e32\u0e14\u0e1c\u0e48\u0e32\u0e19\u0e2a\u0e37\u0e48\u0e2d\u0e2a\u0e31\u0e07\u0e04\u0e21\u0e2d\u0e2d\u0e19\u0e44\u0e25\u0e19\u0e4c\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e21\u0e35\u0e2a\u0e48\u0e27\u0e19\u0e23\u0e48\u0e27\u0e21\u0e02\u0e2d\u0e07\u0e19\u0e31\u0e01\u0e17\u0e48\u0e2d\u0e07\u0e40\u0e17\u0e35\u0e48\u0e22\u0e27\u0e43\u0e19\u0e01\u0e32\u0e23\u0e17\u0e48\u0e2d\u0e07\u0e40\u0e17\u0e35\u0e48\u0e22\u0e27\u0e40\u0e0a\u0e34\u0e07\u0e40\u0e01\u0e29\u0e15\u0e23: \u0e01\u0e23\u0e13\u0e35\u0e28\u0e36\u0e01\u0e29\u0e32\u0e08\u0e31\u0e07\u0e2b\u0e27\u0e31\u0e14\u0e2a\u0e21\u0e38\u0e17\u0e23\u0e2a\u0e07\u0e04\u0e23\u0e32\u0e21","publication_year":2026,"publication_date":"2026-06-24","ids":{"openalex":"https://openalex.org/W7219972425"},"language":"en","primary_location":{"id":"pmh:oai:so05.tci-thaijo.org:article/287640","doi":null,"is_oa":true,"landing_page_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/view/287640","pdf_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/download/287640/190430","source":{"id":"https://openalex.org/S5407051177","display_name":"Suan Sunandha Asian Social Science","issn_l":"3027-8627","issn":["3027-8627"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3027-8627","raw_type":"info:eu-repo/semantics/article"},"parent_works":[],"lineage":["https://openalex.org/W7219972425"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/download/287640/190430","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5018299448","display_name":"Atidtaya Bousri","orcid":"https://orcid.org/0009-0009-4575-3878","observed_orcids":["https://orcid.org/0009-0009-4575-3878"]},"institutions":[{"id":"https://openalex.org/I4210105946","display_name":"Suan Sunandha Rajabhat University","ror":"https://ror.org/01sj5ez28","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210105946"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Bousri, Atidtaya","raw_affiliation_strings":["College of Innovation and Management , Suan Sunandha Rajabhat University Research"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"College of Innovation and Management , Suan Sunandha Rajabhat University Research","institution_ids":["https://openalex.org/I4210105946"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5115070020","display_name":"Watsamon Santaweesuk","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210105946","display_name":"Suan Sunandha Rajabhat University","ror":"https://ror.org/01sj5ez28","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210105946"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Santaweesuk, Watsamon","raw_affiliation_strings":["College of Innovation and Management , Suan Sunandha Rajabhat University Research"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"College of Innovation and Management , Suan Sunandha Rajabhat University Research","institution_ids":["https://openalex.org/I4210105946"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210105946"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9961000084877014,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9961000084877014,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10055","display_name":"Diverse Aspects of Tourism Research","score":0.002199999988079071,"subfield":{"id":"https://openalex.org/subfields/1409","display_name":"Tourism, Leisure and Hospitality Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9620000123977661},{"id":"https://openalex.org/keywords/agritourism","display_name":"agritourism","score":0.9940000176429749},{"id":"https://openalex.org/keywords/tourist-involvement","display_name":"tourist engagement","score":0.9919999837875366},{"id":"https://openalex.org/keywords/community-based-enterprises","display_name":"community enterprises","score":0.7110000252723694},{"id":"https://openalex.org/keywords/interactivity","display_name":"interactivity","score":0.8610000014305115},{"id":"https://openalex.org/keywords/informativeness","display_name":"informativeness","score":0.9729999899864197},{"id":"https://openalex.org/keywords/entertainment-content","display_name":"entertainment content","score":0.9120000004768372},{"id":"https://openalex.org/keywords/samut-songkhram-province","display_name":"Samut Songkhram Province","score":0.8009999990463257}],"concepts":[{"id":"https://openalex.org/C48947383","wikidata":"https://www.wikidata.org/wiki/Q830719","display_name":"Visitor pattern","level":2,"score":0.659500002861023},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.642300009727478},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.6218000054359436},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5914999842643738},{"id":"https://openalex.org/C122637931","wikidata":"https://www.wikidata.org/wiki/Q118084","display_name":"Unit (ring theory)","level":2,"score":0.5877000093460083},{"id":"https://openalex.org/C152877465","wikidata":"https://www.wikidata.org/wiki/Q208042","display_name":"Regression analysis","level":2,"score":0.5217999815940857},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.49900001287460327},{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.4805000126361847},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.43540000915527344},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.42800000309944153},{"id":"https://openalex.org/C512170562","wikidata":"https://www.wikidata.org/wiki/Q173799","display_name":"Entertainment","level":2,"score":0.40720000863075256},{"id":"https://openalex.org/C144430266","wikidata":"https://www.wikidata.org/wiki/Q839721","display_name":"Interactivity","level":2,"score":0.3813000023365021},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.3756999969482422},{"id":"https://openalex.org/C2992285103","wikidata":"https://www.wikidata.org/wiki/Q3689421","display_name":"Destination marketing","level":4,"score":0.3677000105381012},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.34950000047683716},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.3391000032424927},{"id":"https://openalex.org/C48921125","wikidata":"https://www.wikidata.org/wiki/Q10861030","display_name":"Linear regression","level":2,"score":0.3165999948978424},{"id":"https://openalex.org/C75630572","wikidata":"https://www.wikidata.org/wiki/Q538904","display_name":"Applied psychology","level":1,"score":0.3163999915122986},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3156000077724457},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.31130000948905945},{"id":"https://openalex.org/C2780876879","wikidata":"https://www.wikidata.org/wiki/Q3054749","display_name":"Meaning (existential)","level":2,"score":0.3098999857902527},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.30959999561309814},{"id":"https://openalex.org/C134121241","wikidata":"https://www.wikidata.org/wiki/Q899301","display_name":"Yield (engineering)","level":2,"score":0.3052999973297119},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.304500013589859},{"id":"https://openalex.org/C27574286","wikidata":"https://www.wikidata.org/wiki/Q320723","display_name":"Variables","level":2,"score":0.29010000824928284},{"id":"https://openalex.org/C65067816","wikidata":"https://www.wikidata.org/wiki/Q2295139","display_name":"Computer-assisted web interviewing","level":2,"score":0.2793999910354614},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.25459998846054077}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so05.tci-thaijo.org:article/287640","doi":null,"is_oa":true,"landing_page_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/view/287640","pdf_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/download/287640/190430","source":{"id":"https://openalex.org/S5407051177","display_name":"Suan Sunandha Asian Social Science","issn_l":"3027-8627","issn":["3027-8627"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3027-8627","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so05.tci-thaijo.org:article/287640","doi":null,"is_oa":true,"landing_page_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/view/287640","pdf_url":"https://so05.tci-thaijo.org/index.php/ssajournal/article/download/287640/190430","source":{"id":"https://openalex.org/S5407051177","display_name":"Suan Sunandha Asian Social Science","issn_l":"3027-8627","issn":["3027-8627"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3027-8627","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[{"score":0.48510000109672546,"display_name":"Decent work and economic growth","id":"https://metadata.un.org/sdg/8"}],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7219972425.pdf","grobid_xml":"https://content.openalex.org/works/W7219972425.grobid-xml"},"referenced_works_count":17,"referenced_works":["https://openalex.org/W1990596918","https://openalex.org/W1991997945","https://openalex.org/W1992026348","https://openalex.org/W2029485242","https://openalex.org/W2265828921","https://openalex.org/W2289589061","https://openalex.org/W2953893671","https://openalex.org/W2986806531","https://openalex.org/W3176438278","https://openalex.org/W3199722739","https://openalex.org/W4200515729","https://openalex.org/W4205088519","https://openalex.org/W4394822613","https://openalex.org/W4407292370","https://openalex.org/W4409562208","https://openalex.org/W4409562254","https://openalex.org/W4411218333"],"related_works":["https://openalex.org/W4391829163","https://openalex.org/W7215670761","https://openalex.org/W4414926754","https://openalex.org/W7166489089","https://openalex.org/W7117745072","https://openalex.org/W7116780207","https://openalex.org/W7217483113","https://openalex.org/W7219944339","https://openalex.org/W7154451351","https://openalex.org/W7223011283"],"abstract_inverted_index":{"This":[0,35],"research":[1,40],"aimed":[2],"to":[3,22,208],"examine":[4],"social":[5,28,46,117],"media":[6,29,47,118,143],"marketing":[7,30,48,119,144],"activities":[8,31,49,120,145],"and":[9,21,61,88,100,139,151,219],"tourist":[10,131,156,187],"engagement":[11,132],"in":[12,17,73,75,78,180,185,213,244],"agritourism":[13,33,74,155,186,272],"among":[14],"community":[15],"enterprises":[16],"Samut":[18,79],"Songkhram":[19,80],"province,":[20],"investigate":[23],"the":[24,43,89,126,216,260,269],"predictive":[25],"impact":[26],"of":[27,45,116,168,175,197,204,227,235,254,267,271],"on":[32,232,263],"participation.":[34,188,214,245],"study":[36,83],"employed":[37],"a":[38,86,165,181,194,209,224,240,251],"quantitative":[39],"design":[41],"examining":[42],"notion":[44],"across":[50],"four":[51],"dimensions,":[52],"which":[53,256],"influence":[54],"visitor":[55],"engagement:":[56],"Interactivity,":[57],"Informativeness,":[58],"Entertainment/Hedonic":[59],"Content,":[60],"Remunerative":[62],"Content.":[63],"The":[64,82,113,158,189,246],"sample":[65],"comprised":[66],"tourists":[67],"who":[68],"had":[69],"visited":[70],"or":[71],"participated":[72],"agricultural":[76],"tourism":[77],"Province.":[81],"instrument":[84],"was":[85,121,133],"questionnaire,":[87],"data":[90],"were":[91,106],"analyzed":[92],"using":[93],"descriptive":[94],"statistics,":[95],"including":[96],"frequency,":[97],"percentage,":[98],"mean,":[99],"standard":[101],"deviation,":[102],"while":[103],"inferential":[104],"statistics":[105],"applied":[107],"via":[108],"sequential":[109],"multiple":[110],"regression":[111,166,195,225,252],"analysis.":[112],"overall":[114],"level":[115],"high,":[122,134],"with":[123],"interactivity":[124],"receiving":[125],"highest":[127],"mean":[128],"score.":[129],"Overall":[130],"characterized":[135],"by":[136,275],"significant":[137],"behavioral":[138,140],"activation.":[141],"Social":[142],"(interaction,":[146],"information,":[147,268],"entertainment,":[148],"emotional":[149,220],"value,":[150],"remunerative":[152],"content)":[153],"predicted":[154],"engagement.":[157],"content":[159,218,237],"providing":[160,264],"reward":[161,176],"value":[162,177,221],"(X4)":[163],"has":[164,193,250],"coefficient":[167,196,226,253],"0.29,":[169],"indicating":[170],"that":[171,200,230,258],"prioritizing":[172],"1":[173,202,233,265],"unit":[174,183,203,211,234,242,266],"will":[178,206,238,273],"result":[179],"0.29":[182],"increase":[184,212,243,274],"interaction":[190,205],"aspect":[191],"(X1)":[192],"0.28,":[198],"suggesting":[199],"emphasizing":[201],"lead":[207],"0.28":[210],"Additionally,":[215],"entertainment":[217],"(X3)":[222],"have":[223],"0.22,":[228],"meaning":[229],"focusing":[231],"this":[236],"yield":[239],"0.22":[241],"information":[247],"delivery":[248],"(X2)":[249],"0.10,":[255],"means":[257],"if":[259],"focus":[261],"is":[262],"participation":[270],"0.10":[276],"units.":[277]},"counts_by_year":[],"updated_date":"2026-11-08T12:12:28.789561","created_date":"2026-10-05T00:00:00"}