BY Chayanon Phucharoen, Surarak Wichupankul and Nichapat Sangkaew
This paper examines the effect of social media usage on tourist decision to consume and their spending amount on nightlife entertainment. Through the application of Heckman correction model to counter potential selection bias, only tourists’ usage of Facebook had positively linked to their probability to consume nightlife entertainment. While Youtube was found to be solely a social media site which can statistically stipulate tourists to spend more on their nightlife entertainment. The result suggested that entrepreneurs can use Facebook and Youtube to elevate consumption probability and spending intensity, respectively.
Keywords: Nightlife, Entertainment, Social Media