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

Abstract

The objective of this study were 1) to study the behavior and problems of Thai tourists, 2) to study content marketing strategies and social media that affect the decision of camping business in Khon Kaen, and 3) to provide effective content marketing strategies.   The quantitative research was used. The data from 400 Thai tourists who were experienced with camping in Khon Kaen were collected through a questionnaire. The results of data in the Act or by using frequency distribution table summarized as percentage, standard deviation and average, and multivariate regression equation analysis. The research found that social media content marketing strategies had important components: accuracy and reliability of information, online customer relationships, up-to-date content, Internet marketing security and customer experience. All of which have a high degree of positive correlation with service decisions. The information access via social media, especially Facebook, information accessibility, attention-based, interpretation and memorization, influenced the decision-making process of tourists, especially awareness of their needs, information retrieval, alternative assessment and camping decisions.