ทัศนคติและความต้องการของผู้มีอิทธิพลทางด้านการท่องเที่ยวที่มีต่อการเลือกรับงานจากแบรนด์หรือเอเจนซี

Abstract

The objectives of this qualitative study were to study travel influencer’s perspectives and needs of choosing work from brands or agencies. Data were collected by in-depth interviewwith 2 groups of travel influencers who have Facebook pagefollowers equal or more than average number of 319,000 followers 5 persons and travel influencers who have followers lower than average number of 319,000 followers 5 persons, totally samples are 10 persons.

From the results, perspectives and needs of both group of travel influencers are in the same way. Factors that make they decide to choose work from brands or agencies are the suitability of product for influencer’s style, and influencer’s followers, possibility of content creation and convenience of timing respectively. Products and services that travel influencers always preferred to choose are product and service that related with travel in some way. In terms of compensation, if travel influencer is not interesting about brand products and services the compensation must be money, but if products and services meet travel influencer’s needs the compensation can be something elsesuch as product sample. The most important thing for travel influencers is briefing agreement before start the project which are campaign objective, product information, limitation and ways topresent. When it goes to execution and idea level, travel influencerswant to create idea and content by themselves to express their creativity whichrelated with their followers.

Keywords: Travel influencer, Brand, Agency