The Influence of Social Media Marketing (SMM), Electronic Word-of-mouth (eWOM), Influencer Marketing and Content Marketing on Intentions to Book Hotel Rooms in Pattaya
Keywords:
Social Media Marketing, Electronic Word-of-Mouth (eWOM), Influencer Marketing, Content Marketing, Intentions to Book Hotel RoomsAbstract
This study aimed to examine hotel booking behavior in Pattaya, comparing the booking intentions among different demographic groups such as gender, income, education, and occupation. Additionally, it explored the impact of social media marketing (SMM), electronic word-of-mouth (eWOM), influencer marketing (IM), and content marketing (CM) on the intention to book hotel rooms in Pattaya. The sample comprised 400 Thai tourists who had previously booked hotel rooms online in Pattaya, selected using random sampling. Descriptive statistics, including percentages, frequencies, means, and standard deviations, were employed to analyze the research data. Inferential statistics techniques such as t-statistic, one-way ANOVA, Pearson correlation coefficient analysis, and multiple regression analysis were also utilized.
The findings revealed variations in the influence of different age groups on the intention to book hotel rooms in Pattaya, with Generation Z exhibiting the highest intention. Influencer marketing (IM) emerged as the most influential factor (B = 0.287), followed by content marketing (CM) (B = 0.255), electronic word-of-mouth (eWOM) (B = 0.167), and social media marketing (SMM) (B = 0.096) respectively. As a result, the forecasting model (equation) of intention to book hotel rooms in Pattaya was obtained as follows: Y = 0.746 + 0.287*IM + 0.255*CM + 0.167*eWOM + 0.096*SMM.
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