FACTORS OF ONLINE MARKETING COMMUNICATION CHANNELS WHICH INFLUENCE DECISION MAKING WHEN SELECTING 5-STAR HOTEL ACCOMODATION SERVICES IN BANGKOK FOR THAI TOURISTS DURING THE COVID-19 PANDEMIC

Abstract

Abstract

This research aims to 1) study the personal factors affecting Thai tourists in their decisions to select a 5-star hotel in Bangkok during the COVID-19 pandemic and 2) study the factors of online marketing communication channels that influence Thai tourists when choosing a 5-star hotel in Bangkok during the COVID-19 pandemic. This research is quantitative research, the sample group consists of Thai tourists aged between 25-55 years with an income exceeding 50,000 baht and who have used the service at least once in the past year. The research tool utilized was a questionnaire, of which 400 copies were distributed, and the statistics t-test, One Way ANOVA and Multiple Regression Analysis tests were used to analyze results.

The results showed that 1) the different personal factors Influencing the decision to choose a room in a 5-star hotel in Bangkok of Thai tourists during COVID-19 did not affect decision making in terms of gender, education, occupation, salary income. There was only one aspect that was exception of age in terms of information search, evaluation of alternative and purchase decision that influence the decision-making process 2) Online Marketing Communication Channel Factors influenced the decision to choose a 5-star hotel in Bangkok in Thai tourists during the COVID-19 pandemic with a level of statistical significance of 0.05 (p < 0.05). The most influential online marketing was shown to be social media channels, followed by websites, search engines, online travel agencies. and e-mail respectively