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

Main Article Content

Atitayabhorn Prasanphanich

Abstract

          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).    

Downloads

Download data is not yet available.

Article Details

Section
Research Article

References

[1] Agoda. (2016). The River Hotel. Retrieved June 4, 2016, from: https://www.agoda.com/the-river-hotel/hotel/nakhonpanom-th.html

[2] Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Do Online Hotel Rating Schemes Influence Booking Behaviors?. International Journal of Hospitality Management, 49, 28-36.

[3] Chatawittayanukoon, Niwat. (2016). Procedure between OTAs End Users and Hotel Provider. Retrieved June 5, 2016, from https://www.digithun.com/#sthash.RTYlbSYV.dpuf.

[4] Chatkul, Nisa. (2014). Tourism Industry. 6th ed. Bangkok: Chula Press.

[5] Chiou, W. C., Lin, C. C., & Perng, C. (2011). A Strategic Website Evaluation of Online Travel Agencies. Tourism Management, 32(6), 1463-1473.

[6] Chuanchom, Jirat. et al. (2013). The Relationship between Traveler’s Decision Making in the Choosing A Resort Marketing Mixed Management in the Khao Kao District, Petchabun Province. Journal of Thai Hospitality & Tourism, 8(2), 23-35.

[7] Kasikorn Research Center. (2016). In 2559 Hotel Business grew from 4.7 to 6.0 Percent but also Face Many Challenges. Retrieved September 28, 2016, from https://www.kasikornresearch.com/th/k-econanalysis/pages/ViewSummary.aspx?docid=35006.

[8] Keawthaworn, Boonyarit. (2016, May 30). Interview. General Manager. Siam Grand Hotel.

[9] Khaoluang, Orn-uma. (2016, June 2). Interview. General Manager. The River Hotel.

[10] Khunon, Siyathorn. (2015). Cultural Dimensions and Hotel Commenting via Online Travel Agent Websites of Thai and Other National Customers: Samui Island. Journal of Thai Hospitality & Tourism, 11(1), 53-68.

[11] Kim, D. J., Kim, W. G., & Han, J. S. (2007). A Perceptual Mapping of Online Travel Agencies and Preference Attributes. Tourism Management, 28(2), 591-603.

[12] Kotler, P., & Armstrong, G. (2013). Principles of Marketing. 15th Global Ed: Pearson.

[13] Kumruan, Jatika. (2016). Marketing Mix Factors Affecting Marketing Strategy and Thai Tourists Selection of A 4 Stars Hotels in Pattaya City. Dusit Thani College Journal, 10(1), 58-73.

[14] Lancaster, Montakan. (2008). Hotel Marketing. Bangkok: Dhurakij Pundit University Press.

[15] Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468.

[16] Ministry of Tourism & Sports. (2015). Thailand Tourism Strategy 2015 – 2017. Retrieved September 28, 2016, from https://www.mots.go.th/ewt_dl_link.php?nid=7114.

[17] Naaumpai, Songchai. (2009). Making Money in IT World (10): Let's Become OTA. Retrieved February 10, 2016, from https://www.manager.co.th/Cyberbiz/ViewNews.aspx?NewsID=9520000084352.

[18] Ponchana, Anon. (2016, May 30). Interview. General Manager. Pak Ping Ing Khong Hotel.

[19] Savasdisara, Thongchai. (2016). Dusit Chain opened Hospitality Course aimed to provide Workforce to Service Industry. Retrieved September 28, 2016, from https://www.matichon.co.th/news/292451.

[20] Seangchatawong, Chantip. (2016, June 3). Interview. General Manager. 777 Hometel.

[21] Sirasakulchai, Eakkachai. (2016, May 31). Interview. Managing Director. iHotel.

[22] Sookkho, Supanat. (2015). Push to be the Famous Website by Google AdWords. Nonthaburi: IDC.

[23] Sukhothai Thammathirat Open University. (2012). Marketing Management for Hotel and Tourism. 2nd ed. Nonthaburi: Sukhothai Thammathirat Open University Press.

[24] Usuphan, Rotjana. (2016, May 31). Interview. Marketing Manager. iHotel.

[25] Yothasri, Warunya. (2016, July 4). Interview. General Manager. Pimsiri Hotel.