The impact of online marketing on purchase decisions of hotels in Koh Samet

Abstract

This paper investigates the impact of online marketing on the purchase decisions of hotels in Koh Samet. The study examines how online marketing strategies, such as content marketing, website, email, social media marketing, and search engine marketing, influence the consumer behavior of hotel guests in the island. The paper utilizes a survey questionnaire as the primary data collection method, distributed to a sample of hotel guests who have recently made a booking in Koh Samet. The data collected will be analyzed using statistical techniques, such as correlation analysis and regression analysis, to determine the significance of the relationship between online marketing and purchase decisions. Based on the data analysis, the key findings of this study suggest that social media marketing and search engine marketing have a significant positive relationship with the purchase decisions of hotels in Koh Samet. On the other hand, email marketing, content marketing, and website advertising were not found to have a significant impact on the purchase decisions of customers. These findings suggest that businesses should focus on social media and search engine marketing to improve their marketing efforts and increase their revenue.The findings of this study will provide valuable insights into the effectiveness of online marketing strategies in the hotel industry, particularly in the context of a popular tourist destination such as Koh Samet. The paper concludes by discussing the implications of the results for hotel managers and providing recommendations for improving their online marketing strategies to enhance guest satisfaction and increase revenue.