Thitinant Wareewanich, Thitinan Chankoson, Khunanan Sukpasjaroen
The aim of this study was to examine the behavior of generation Y tourist when they experience something which is congruent to their self-image and as result of congruence, they spread the word-of-mouth through the virtual social network usage by posting pictures and related stuff on the social media sites. The research was carried out in one of the universities of Thailand in Generation Y students who have recently travelled with a help of a survey questionnaire. The connection between the construct was estimated with the help of Structural Equation Modeling (SEM). The result of the study showed that social value perceived was led by the self-congruity and the virtual social network usage. This social value perceived results in satisfaction which in turn increases the intention to revisit the same destination and also result in spread of WOM that is positive. Ultimately, the virtual social network usage is influenced by the positive WOM in Generation Y tourists.