THE STRATEGIES OF MARKETING MANAGEMENT BY USING SOCIAL COMMERCE IN THE HOTEL BUSINESS SMALL AND MEDIUM-SIZED ENTERPRISES IN AREA OF THE MIDDLE OF NORTHEASTERN REGION

Abstract

          This research aimed to 1) study the current business situation in using social commerce 2) study the behaviors of service users in using social commerce 3) study the attitudes of the service user towards service use via social commerce and 4) determine marketing management strategies on social commerce. A sample was selected from small and medium-sized hotels in area of the middle of northeastern region included 226 hotels and service user included 384 users. Mixed method research was applied. A Questionnaire was employed to collect quantitative data. An in-depth interview was employed to collect qualitative data. The data were analyzed statistically for descriptive statistics and Exploratory Factor Analysis (EFA). The result of the research indicates that 1) Currently, the hotel uses the suggestions from users from social media to improve operations the most 2) Online service behavior Use Facebook the most, book through Agoda the most, book 1-2 times a year, book the most type 3 hotels and the reason for booking is comparing the price and location 3) The attitude of the service users towards the factors from the Tools, Platforms and Technology of social commerce is at a high level as for the attitude towards the marketing mix factors is at the high level and 4) There are 8 factors affect marketing management strategies of social commerce in small and medium-sized hotels. These factors are 1) Participation 2) Information 3) Value 4) Image 5) Customer relationship management (CRM) 6) Promotion 7) Referrals and 8) Credibility which derives from factor analysis and in-depth interview.