Decoding hotel brand loyalty in the digital era: A multidimensional analysis of online feedback, service quality, and customer engagement in western Thailand

บทคัดย่อ

The study aims to elucidate the impact of online guest feedback on hotel
selection in Western Thailand. Its objective is to increase understanding of how
internet users’ reviews influence satisfaction, engagement, and loyalty in the
luxury hotel sector. Based on a comprehensive literature review, the research
examines key factors affecting online guest reviews: guest feedback, hotel
management response, and customer decision-making processes. These factors,
in turn, impact levels of service quality, customer satisfaction, and engagement
in the hotel and tourism industry in Western Thailand. The practical problem
arises when there is a decline in customer engagement and loyalty. Hotel
management particularly faces challenges in addressing negative comments in
the online market. The quantitative method tested the validity of measurements
and the correlation of constructs through GSCAM and NCA tools. Four hundred
and three respondents participated in the survey, primarily associated with
the hotel and tourism profession. The results demonstrate that the customer’s
decision-making process and guest online feedback have the most significant
impact on overall service quality, which in turn influences customer satisfaction
and engagement behaviors. The study’s implications are to foster luxury hotel
management and sustainable tourism by effectively managing online reviews
in developing regions. Limitations and suggestions for future research are
also discussed to contribute to an overall understanding of existing and future
hospitality studies.