Influence of Digital Marketing on Firm Performance of Hotel Businesses in Thailand

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ดารณี เกตุชมภู
ฉัตรชัย อินทสังข์
สายสวาท โคตรสมบัติ

Abstract

The research objectives are 1) to examine the relationship between digital marketing and marketing effectiveness from hotel businesses in Thailand, and 2) To investigate the effect of marketing effectiveness and firm performance from hotels businesses in Thailand. This research sample consisted of 145 marketing executives of 4-5 star hotels in Thailand. The questionnaire mail survey was used as research instrument. The validity and reliability was checked, which are content validity by expert, the result of discriminant validity tested by factor analysis show value between 0.720 - 0.989, and 0.811 - 0.969 are result of Cronbach’s Alpha Coefficient test of reliability. This research analyzes the data by using descriptive statistics method and multiple regressions for hypotheses testing.


The results of hypothesis testing found that digital marketing (mobile marketing, e-mail marketing, social media marketing, and search engine marketing) has significant and positive effect on marketing effectiveness. Likewise, marketing effectiveness explicitly leads to firm performance. The result of this study is very valuable for academician in expanding and adding value to the digital marketing management. Further, it is a very useful guideline for the executives conducting their hotel businesses. This study verifies the importance of digital marketing as consistent with resource-based view theory. Finally, conclusion and discussion include the directions for further research in the last section of this research.

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บทความวิจัย (Research article)

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