Customers’ Attitude Toward Accommodations’ Digital Marketing Affecting Online Booking Satisfaction, Customer Recommendations, And Customer Engagement: A Study in Domestic Free-Independent Travelers (FITs) in Thailand
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Abstract
This research aimed to study 1) the impact of digital marketing on domestic FITs’ attitude towards accommodations’ digital marketing affecting online booking satisfaction; 2) the impact of digital marketing on domestic FITs’ attitude towards accommodations’ digital marketing affecting customer recommendations; and 3) the impact of digital marketing on domestic FITs’ attitude towards accommodations’ digital marketing affecting customer engagement. This research was quantitative. The sample was 400 domestic FITs with online accommodation booking experience for leisure travel. They were selected by purposive and convenience sampling. The instrument for collecting data was questionnaires. Data will be analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The research results were found as follows: 1) Customer attitude toward accommodation’s digital marketing in the aspect of information attractiveness, information inclusiveness, and information responsiveness affects online booking satisfaction; 2) the information attractiveness and the information responsiveness of digital marketing affect customer recommendations; 3) the information attractiveness and the information responsiveness of digital marketing affect customer engagement.
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