อิทธิพลของการตลาดผ่านสื่อสังคมออนไลน์ที่มีผลต่อความเต็มใจที่จะจ่ายและความตั้งใจที่ จะเข้าพักอีกครั้งของโรงแรมที่เป็นมิตรกับสิ่งแวดล้อม
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แนวทางปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อมของโรงแรมได้รับความสนใจเพิ่มมากขึ้นทั่วโลก โดยเฉพาะอย่างยิ่งในอุตสาหกรรมโรงแรม ปัจจุบันโรงแรมที่เป็นมิตรกับสิ่งแวดล้อมเป็นองค์ประกอบสำคัญที่สนับสนุนการพัฒนาอุตสาหกรรมโรงแรมสู่ความได้เปรียบทางการแข่งขันในตลาดอย่างยั่งยืน การศึกษาครั้งนี้จึงมีวัตถุประสงค์ของการวิจัยคือ การวิเคราะห์ผลกระทบของการตลาดผ่านสื่อสังคมออนไลน์ การรับรู้ที่เป็นมิตรกับสิ่งแวดล้อม ความพึงพอใจ ต่อความเต็มใจที่จะจ่ายและความตั้งใจที่จะเข้าพักอีกครั้งของโรงแรมที่เป็นมิตรกับสิ่งแวดล้อม ใช้วีการวิจัยเชิงปริมาณโดยเก็บข้อมูลด้วยแบบสอบถามจากลูกค้าที่ใช้บริการโรงแรมที่เป็นมิตรกับสิ่งแวดล้อมในจังหวัดภูเก็ต จำนวนทั้งสิ้น 408 คน แล้วใช้การวิเคราะห์ข้อมูลโมเดลสมการโครงสร้าง ผลการศึกษา พบว่า การตลาดผ่านสื่อสังคมออนไลน์ การรับรู้ที่เป็นมิตรกับสิ่งแวดล้อม ความพึงพอใจ ส่งผลต่อความเต็มใจที่จะจ่ายและความตั้งใจที่จะเข้าพักอีกครั้งของโรงแรมที่เป็นมิตรกับสิ่งแวดล้อม ดังนั้น ผลการวิจัยนี้จึงสามารถช่วยโรงแรมที่เป็นมิตรกับสิ่งแวดล้อมในการปรับปรุงกลยุทธ์การตลาดและสร้างความสัมพันธ์ที่ยั่งยืนกับลูกค้าได้อย่างมีประสิทธิภาพมากขึ้น นอกจากนี้ ยังให้หลักฐานเชิงประจักษ์เกี่ยวกับผลกระทบของแนวทางปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อมต่อธุรกิจโรงแรมและยังเป็นความก้าวหน้าในการพัฒนาไปสู่การจัดการธุรกิจโรงแรมที่เป็นมิตรต่อสิ่งแวดล้อมที่ดีขึ้นและยั่งยืนต่อไป
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