Innovations in Public Relations Media Affecting Tourists in the Hotel Business of Trang Province

Abstract

          This article aims to review literature and related research to propose a conceptual framework concerning the personal factors of tourists influencing the innovative public relations media on hotel tourism in Trang Province. The objectives of this study are to examine the relationship between tourists’ personal factors (gender, age, domicile, education level, and marital status) and the impact of innovative public relations media on their decision-making to stay in hotels in Trang Province. Additionally, it seeks to analyze which type of public relations media (mass media, print media, special events, internet media, or interpersonal media) most significantly influences tourists’ perceptions and decision-making. The findings aim to provide guidelines for developing marketing strategies for the hotel industry in Trang Province by employing appropriate public relations media in the digital era. The independent variables included gender, age, domicile, education level, and marital status, and the dependent variables included innovative communication, mass media, print media, special events, online internet media, and interpersonal or word-of-mouth media.

          Based on the literature review, the study highlights key issues, such as the personal factors of tourists influencing the effectiveness of innovative public relations media on hotel tourism in Trang Province. The proposed conceptual framework can serve as a foundation for further research to strategize marketing plans for the hotel industry, utilizing innovative public relations media to effectively meet customer needs with modern, fast, and comprehensive communication networks, aligning with the dynamics of the digital marketing era.