The Marketing Mix (4Ps) and Benefits of Online Travel Agency (OTA) in Marketing Promotions of the Hotels in Nakhon Phanom Province

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Atitayabhorn Prasanphanich


          This article aims to determine the marketing mix (4Ps) and to investigate the benefits of Online Travel Agency (OTA) in marketing promotions of the hotels in Nakhon Phanom province. From the study, the results showed that the marketing mix (4Ps) is the significant factor that helps to analyze the hotel marketing strategy. The benefits of Online Travel Agency (OTA) in the aspect of hotel marketing promotions in Nakhon Phanom province which are as follows: 1) presenting the products of the hotel, such as types of rooms, the internet, restaurant, spa, cruise ship, etc., 2) comparing prices with other OTAs in a short time including assisting customers to search for the rooms with reasonable prices as needed or searching for the cheapest rooms, 3) increasing the distribution channels for hotel business in Nakhon Phanom in order to be able to sell a hotel reservation at all times, and 4) playing a key role in marketing promotion, especially electronic word-of-mouth marketing (eWOM).    


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