Digital Marketing Strategies Affecting the Overall Operation of Hotel Business in The Northeast of Thailand

Abstract

             The purposes of the study of digital marketing strategies affecting the overall operation of hotel business in the northeast of Thailand were 1) to study the digital marketing strategies of hotel business in the northeast of Thailand, 2) to study the overall operation of hotel business in the northeast of Thailand, 3) to study the relationship between the digital marketing strategies and the overall operation of hotel business in the northeast of Thailand, and 4) to study the impact of digital marketing strategies on the overall operation of hotel business in the northeast of Thailand. A study from hotel business operators in the northeastern region of Thailand. The populations were 384 cases which were selected as the sample in the study. The research instrument was the questionnaires which 384 sets of them were sent by posting, but there were 232 sets were sent back. After tracking through phone call, additional 79 questionnaires were sent back. After checking the accuracy and completion, 6 of them were incomplete. Therefore, the total numbers of questionnaires for the data analysis were 305. This had the response rate of 78.81 percent which was acceptable. The statistics used in analyzing data were percentage, mean, standard deviation, multiple correlation, and multiple regression.

             The results revealed that:

              The hotel entrepreneurs in the northeast had the opinion on the overall digital marketing strategies in the high level.  

             The hotel entrepreneurs in the northeast had the opinion on the overall of the operation of hotel business in the northeast of Thailand in the medium level.

             The results of the analysis of the relationship between the digital marketing strategies and the overall operation of hotel business in the northeast of Thailand in each aspect through the multiple correlation revealed that the organization’s online public relations marketing, the digital marketing channel, the online reputation management, the content marketing, and the positive relationship with the operation of hotel business in the northeast of Thailand.

          The results of the analysis of the impact of digital marketing strategies on the overall operation of hotel business in the northeast of Thailand revealed that the aspects of online public relation, online organization’s reputation management, and digital marketing content specification affected the results of the operation of hotel business in the northeast of Thailand in the same direction. However, the digital marketing content specification was reported to affect the results of the operation of hotel business in the northeast of Thailand (OO), in the opposite direction (Adjusted R2 = 0.436) with 43.60 percent. When the constant value (a) was reported, the significant weight of the forecaster was also revealed in the format of raw scores. The significant weight of the forecaster which was also presented in the format of standard scores which could be shown in the regression equation as follow: OO = 0.335(OPR) + 0.234(ORM) + 0.231(CM) - 0.121(CM)