รหัสดีโอไอ 10.14457/TU.the.2018.414
Title The influence of online media on Thai consumers decision making process towards domestic hotels
Creator Yattikorn Krittayanurak
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Online media ,Online hotel booking ,Hotels ,Decision making process
Abstract The Tourism Authority of Thailand is encouraging Thai people to travel more within Thailand by creating many campaigns to promote domestic tourism, for example, Thai tiew Thai, Tiew Thai Tay, Amazing Thailand Go Local etc. These campaigns help increase the number of hotel bookings from Thai people. However, hotels have to use media effectively in order to reach and capture increasing demand from Thai consumers and gain share of voice over competitors. In addition, since Thailand is now the country with the highest time spent on internet per day in the world combined with the number of internet population at 43.87 million, this makes online advertising an inevitable thing for every advertiser in Thailand including the travel industry. The purpose of this study is to help the hotel owners in Thailand understand more about the Thai consumers decision making process towards domestic hotels. This research will identify the consumer motivation in planning a trip until they decide to book the right choice of hotels. The research will analyze and identify media and touchpoints that have influence on consumers at each stages of the consumer decision making process, from information search stage, evaluation of alternatives stage, purchase decision stage and post-purchase decision stage. This study was conducted using qualitative research followed by quantitative research. Exploratory research was initially conducted by secondary research from various credible sources following with in-depth interviews which was conducted to explore respondents’ point of views, experiences, motivations, feelings and perspectives. In addition, the survey (quantitative research) was conducted in order to gain more detailed and predictable data. The data from quantitative research will then be processed through Microsoft Excel and SPSS in order to be organized and analyzed with statistical methods to find meaningful insights for the study.The results from the study highlight the influence of online travel agencies websites, search engine and popular online travel influencers in Thailand. The study also segments customers by psychographic factors using statistical methods including factor analysis and cluster analysis. The result provides three group of travelers which are Rich & Curious Travelers, Hip Budgeted Travelers and Pleasure-seeking Travelers. The differences between these three customer segments are also shown in many aspects from influential media to influential factors in evaluating hotels. The study also provides implications and recommendations for those hotel owners operated in Thailand in using the insight from this study to improve their business especially media and communication planning.
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บรรณานุกรม

Yattikorn Krittayanurak และผู้แต่งคนอื่นๆ. (2018) The influence of online media on Thai consumers decision making process towards domestic hotels. Thammasat University:ม.ป.ท.
Yattikorn Krittayanurak และผู้แต่งคนอื่นๆ. 2018. The influence of online media on Thai consumers decision making process towards domestic hotels. ม.ป.ท.:Thammasat University;
Yattikorn Krittayanurak และผู้แต่งคนอื่นๆ. The influence of online media on Thai consumers decision making process towards domestic hotels. ม.ป.ท.:Thammasat University, 2018. Print.