The influence of social media on tourist’ decisions to purchase sightseeing and tour: the Heckman sample selection approach

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BY   Surarak Wichupankul, Chayanon Phucharoen and Nichapat Sangkaew



This paper aimed to investigate whether the usage of social media by tourists could statistically influence their decision to purchase sightseeing and tour in Thailand’s major coastal tourist destinations. With the application of Heckman selection model which enables this study to explore both respondents’ decision to purchase and their spending amount. Certain social media sites were found to be significant stimulators for the decision to purchase.  However, no relationship was found between social media site usage and their spending amount on sightseeing and tour.

Keywords: social media, sightseeing and tours, Heckman