Abstract:
This study aims to explore the impact of human trafficking issues in Thailand on visitors' intentions to travel to the country. Utilizing 330 survey responses, the research employs various analytical tools, including the Statistical Software Suite (SPSS), Structural Equation Modelling (SEM), and STATA, to process and interpret the data. These methods provide a streamlined approach for data analysis, allowing researchers to derive meaningful insights. The findings suggest that as Generation Z becomes increasingly aware of human trafficking issues in Thailand, their willingness to visit the country is significantly reduced. This study contributes to the growing body of knowledge on the effects of social issues on tourism intentions and offers recommendations for mitigating the negative impact of human trafficking on the tourism industry in Thailand.
