Content Marketing Strategies via Social Media Affecting the Decision to Use the Camping Business Service in Khon Kaen Province

Abstract

The objective of the study were; 1) to examine the behavior and problems of Thai tourists, 2) to investigate content marketing strategies and social media factors that influence decisions to use camping businesses in Khon Kaen, and 3) to propose effective content marketing strategies. A quantitative research approach was employed. The data were collected from 400 Thai tourists who had experiences on camping  in Khon Kaen through a questionnaire. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings revealed that social media marketing strategies consisted of several important components, including accuracy and reliability of information, online customer relationships, up-to-date content, internet marketing security, and customer experience. All of these factors showed a high positive correlation with service usage decisions. Furthermore, exposure to information through social media; particularly; Facebook along with information accessibility, attention, interpretation, and memorization significantly influenced tourists’ decision-making processes, especially in terms of need recognition, information search, evaluation of alternatives, and the final decision to use camping services.