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The Influence of Social Media Marketing on Willingness to Pay and Intention to Re-stay at Eco-Friendly Hotels |
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| รหัสดีโอไอ | |
| Creator | Kochaporn Chunjan |
| Title | The Influence of Social Media Marketing on Willingness to Pay and Intention to Re-stay at Eco-Friendly Hotels |
| Contributor | Sirinthra Sungthong and Nimit Soonsan |
| Publisher | Business Administration Kasetsart University |
| Publication Year | 2567 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 18 |
| Journal No. | 29 |
| Page no. | 110-130 |
| Keyword | Eco-Friendly hotel, Intention to re-stay, Social media marketing, Willingness to Pay |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | https://so04.tci-thaijo.org/index.php/KAB |
| ISSN | E-ISSN: 2985-2277 |
| Abstract | Eco-friendly practices in hotels have gained increasing attention worldwide, particularly in the hospitality industry. Currently, eco-friendly hotels are a key component in supporting the sustainable development of the hotel industry and providing a competitive advantage in the market. This study aims to analyze the impact of social media marketing, environmental awareness, and customer satisfaction on the willingness to pay and the intention to revisit eco-friendly hotels. A quantitative research method was employed, collecting data through questionnaires from 408 customers who utilized eco-friendly hotels in Phuket. Structural equation modeling was used for data analysis. The results indicated that social media marketing, environmental awareness, and customer satisfaction significantly affect both the willingness to pay and the intention to revisit eco-friendly hotels. Thus, the findings can assist eco-friendly hotels in improving their marketing strategies and establishing more effective, sustainable customer relationships. Additionally, it provides empirical evidence regarding the impact of environmentally friendly practices on hotel businesses and contributes to improving and more sustainable management in the hospitality industry. |
