Guidelines for Developing Marketing Communication Through Social Media Influencing Decision-Making in Selecting Eco-Friendly Hotels in Bangkok.
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Abstract
This research article aims to develop a strategic framework for enhancing marketing communication through social media to influence the decision-making process of selecting environmentally friendly hotels in Bangkok. A mixed-methods approach was employed. Quantitative data were collected from 400 Thai tourists who had used environmentally friendly hotel services in Bangkok via questionnaires. Qualitative data were obtained through semi-structured interviews with 15 experts in the hotel industry and hotel executives. Quantitative data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics including ANOVA and multiple regression analysis. For qualitative data, content analysis was employed. The research findings revealed that the majority of tourists were male, aged between 31 and 40, held a bachelor’s degree, worked as company employees, and earned more than 50,001 Baht per month. Most tourists preferred to use Facebook and Online Travel Agents (OTAs) for information search and hotel bookings, spending an average of 3–4 hours per day on social media, with peak usage between 18:01 and 22:00. Hypothesis testing indicated that differences in personal factors significantly affected decisions regarding environmentally friendly hotel services. Moreover, variations in social media marketing communication behaviors significantly influenced all aspects of social media marketing factors for eco-friendly hotels. Regression analysis showed that sales promotions, advertising, and public relations significantly influenced the decision to choose environmentally friendly hotels in Bangkok. Additionally, the researcher developed the Green Connect Model, a new body of knowledge aimed at guiding the development of social media marketing communication strategies to influence decisions regarding eco-friendly hotel services. This model comprises six key components: (1) EcoPromote, (2) GreenTales, (3) TrustVibe, (4) GreenClockPost, (5) EcoExperiAct, and (6) AgeGreenConnect.
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