THE EFFECT OF SOCIAL MEDIA MAKETING COMMUNICATION AND EXPECTATION OF TRAVELLER TO DECISION SERVICE THE HEALTH RETREAT RESORT IN KRABI PROVINCE

Abstract

The objective of this research was to study social media marketing communication and expectation of tourists affecting decision making on using health retreat resorts in Krabi province. The samples were 400 tourists who arrived at the Krabi airport and wanted to use the health retreat resorts in Krabi province. Data were collected by a questionnaire. Statistics used for data analysis were frequency, percentage, average, standard deviation, independent samples t-test, one-way ANOVA (F-test) and multiple regression analysis with statistical significance at a level of 0.05. The results of this research indicated that the most respondents were female, aged between 26-35 years old, single, bachelor's degree, company’s employees and average salary of 40,001 baht or more. The level of social media marketing was a high level, expectation was the highest level and opinions about the decision making on using the health retreat resorts in Krabi province was the highest level. The results of hypothesis testing for gender and education were difference affected the decision making on using the health retreat resorts in Krabi province. The results of this research indicated that the social media marketing communication, in terms of sales promotion (β=0.311) and advertising (β=0.234) affected the decision making on using the health retreat resorts in Krabi province. The expectation, in terms of physical features (β=0.278), service quality (β=0.212) and price appropriateness (β=0.162) affected the decision making on using the health retreat resorts in Krabi province with statistical significance at a level of 0.05.