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Social Media Marketing of Hotels andPerceived Information Value on Tourist’s Satisfaction in Phuket, Thailand


Nuanrath Wattana,PhattarawanTantong, Advisor
Abstract

This study focuses on the relationships among social media marketing of hotels, perceived information value, and tourist’s satisfaction on hotels operate about social media marketing strategy in Phuket, Thailand that involves giving information by separates to four dimensions as giving information on product, giving information on price, giving information on place, and giving information on promotion. The study instrument used was a questionnaire. The data was collected through Quota sampling. Four hundred are Thai and foreign tourists visiting Phuket Province was interviewed. The data was analyzed by using Structural Equation Model (SEM) and test reliability by Confirmatory Factory Analysis by LISREL. Does social media marketing of hotels the relationship with perceived information value and tourist’s satisfaction.? Results indicate that giving information on product, giving information on price, and giving information on place was positively associated with perceived information value, whereas giving information on promotion was not positively associated with perceived information value. For the relationship between perceived information value and tourist’s satisfaction found that perceived information value was positively associated with satisfaction was stronger. The developed model serves to explain the relationship between social media marketing of hotels, perceived information value, and tourist’s loyalty. In order to consider affect of social media marketing of hotels on tourist’s satisfaction due to, it is found that there are few studies in Thailand about such issue and to improve tourist’s satisfaction, the supported hypotheses should be focus on.

Volume 11 | 05-Special Issue

Pages: 2005-2014