STORY TELLING AND CUSTOMER EXPERIENCE TO ENHANCE BOUTIQUE HOTEL RESONANCE
Keywords:
Story Telling, Customer Experience Management, Boutique Hotel ResonanceAbstract
This research aims to promote boutique hotel operators in planning marketing for tourists after the Covid crisis, based on demographic characteristics and tourism behavior. Additionally, using data from model testing to promote boutique hotels' resonance among potential tourists. The quantitative study was conducted using a self-assessment questionnaire from 280 Thai and foreign tourists who stayed in seven boutique hotels.
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1 ภาควิชาการตลาด คณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรฺวิโรฒ
Marketing Department, Faculty of business administration for society Srinakharinwirot university
2* ผู้นิพนธ์ประสานงาน ภาควิชาการตลาด คณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรฺวิโรฒ อีเมล: intaka@g.swu.ac.th
Corresponding Author, Marketing Department, Faculty of business administration for society Srinakharinwirot university.
E-mail intaka@g.swu.ac.th
วันที่รับบทความ (Recieved date): 3 October 2022 วันที่แก้ไขแล้วเสร็จ (Revised date): 9 November 2022
วันที่ตอบรับบทความ (Accepted date): 11 November 2022
Moreover, the qualitative study was based on in-depth interviews with 3 boutique hotel managers by using the problems obtained from quantitative research as an issue. The statistical analysis was based on percentage, mean, standard deviation and coefficient of variation. The structural equation model was analyzed using AMOS. The quantitative results were able to determine the market segment for heritage boutique hotels. It was also found that the customer experience management failed to promote Boutique Hotel Resonance, the success of cultural boutique hotel accommodation. The executives recommended addressing this issue by encouraging employees to create innovative management.
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