การประยุกต์ใช้การสื่อสารออนไลน์ เพื่อส่งเสริมภาพลักษณ์โรงแรมของ โรงแรมขนาดเล็กและขนาดกลาง [The Application of Online Communication to Promote Hotel Image for Small and Medium Hotels]
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เผยแพร่แล้ว:
ส.ค. 31, 2018
คำสำคัญ:
Hotel Small and Medium Enterprises (SMEs) Online Communication Image Loyalty
Main Article Content
บทคัดย่อ
การศึกษาครั้งนี้ได้พิจารณาประยุกต์ใช้การสื่อสารออนไลน์ ระหว่างภาพลักษณ์โรงแรมขนาดเล็กและขนาดกลาง และความภักดีของลูกค้า โดยใช้การสัมภาษณ์ และสนทนากลุ่มย่อยจากผู้มีส่วนได้ส่วนเสียจากหน่วยงานต่างๆ ในเขตพื้นที่ท่องเที่ยวอันดามัน (ภูเก็ต พังงา และกระบี่) จากผลการศึกษาสามารถวิเคราะห์ออกเป็นสามหมวดหมู่ ได้แก่ ภาพลักษณ์โรงแรมที่ถูกพิจารณาจากภาพลักษณ์โดยรวมและคุณลักษณะแต่ละอย่างของโรงแรม ส่วนความภักดีของลูกค้าที่แสดงออกผ่านความตั้งใจจะกลับมาใช้บริการ การบอกต่อ และการเสนอแนะ สุดท้ายเป็นการสื่อสารออนไลน์ที่ต้องใช้กิจกรรม ช่องทาง และลักษณะการสื่อสาร นอกจากนั้นยังแสดงให้เห็นว่าการสื่อสารออนไลน์สามารถถูกนำไปประยุกต์ใช้เพื่อการสื่อสารภาพลักษณ์โรงแรมไปยังกลุ่มลูกค้าเป้าหมาย และช่วยให้ลูกค้ามีปฏิสัมพันธ์กับโรงแรมได้ในระยะยาวอีกด้วย ส่วนข้อเสนอแนะจากการศึกษานั้นได้นำเสนอไว้ในบทความเพื่อนำไปประยุกต์ใช้ให้เหมาะสมต่อไป
Article Details
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บทความวิจัย (Research article)
References
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15. Kandampully, J. and Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality and Leisure Marketing, 10(1-2), 3-25.
16. Kang, M. and Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel and Tourism Marketing, 30(1-2), 93-107.
17. Kaplan, A. M. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
18. Kubickova, M., Nusair, K. and Parsa, H. (2014). Does green hotel image influence guests' behavior the case of Generation Y. Journal of Services Research, 14(2), 9-32.
19. Lange, W. F. and Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193-211.
20. Lee, J. S., Hsu, L. T., Han, H. and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901-914.
21. Lee, S. (2011). To tweet or not to tweet: An exploratory study of meeting professionals’ attitudes toward applying social media for meeting sessions. Journal of Convention and Event Tourism, 12(4), 271-289.
22. Liat, C. B., Mansori, S. and Huei, C. T. (2014). The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of Hospitality Marketing and Management, 23(3), 314-326.
23. Lien, C. H., Wen, M. J., Huang, L. C. and Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
24. Manen, M. V. (2015). Researching lived experience: Human science for an action sensitive pedagogy. London: Aithouse Press.
25. Mauri, A. G. and Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34(September 2013), 99-107.
26. Ministry of Sport and Tourism. (2015). Strategic for tourism in Thailand between 2015-2017. Bangkok: Ministry of Sport and Tourism.
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28. Office of the Council of State. (2002). Ministerial regulations Number of employment and asset of small and medium enterprise in 2002 (93A Vol 93A). Bangkok: Office of the Council of State.
29. Office of the Council of State. (2005). Hotel act in 2005 (Vol 70A). Bangkok: Office of the Council of State.
30. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(Special Issue), 33-44.
31. O'Shea, M. and Alonso, A. D. (2012). Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media. International Journal of Sport Management and Marketing, 10(3-4), 196-212.
32. Qiu, H., Ye, B. H., Bai, B. and Wang, W. H. (2015). Do the roles of switching barriers on customer loyalty vary for different types of hotels?. International Journal of Hospitality Management, 46(April 2015), 89-98.
33. Rahman, M. K. (2014). Motivating factors of Islamic tourist’s destination loyalty: An empirical Investigation in Malaysia. Journal of Tourism and Hospitality Management, 2(1), 63-77.
34. Sands, S., Harper, E. and Ferraro, C. (2011). Customer-to-noncustomer interactions: Extending the ‘social’dimension of the store environment. Journal of Retailing and Consumer Services, 18(5), 438-447.
35. Senders, A., Govers, R. and Neuts, B. (2013). Social media affecting tour operators' customer loyalty. Journal of Travel and Tourism Marketing, 30(1-2), 41-57.
36. Shoemaker, S. and Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
37. Sim, J., Mak, B. and Jones, D. (2006). A model of customer satisfaction and retention for hotels. Journal of Quality Assurance in Hospitality and Tourism, 7(3), 1-23.
38. Sotiriadis, M. D. and Van, Z. C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
39. Wonginchan, S. and Phompakping, B. (2017). The business of small firm using the internet in Northeastern Thailand. Journal of Business, Economics and Communications, 12(2), 66-78.
40. Xiang, Z., Magnini, V. P. and Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22(January 2015), 244-249.
41. Ye, Q., Law, R. and Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.
42. Yu, Y., Byun, W. H. and Lee, T. J. (2014). Critical issues of globalization in the international hotel industry. Current Issues in Tourism, 17(2), 114-118.
43.ิ Zeng, B. and Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10(April 2014), 27-36.
2. Assaf, A. G., Josiassen, A., Cvelbar, L. K. and Woo, L. (2015). The effects of customer voice on hotel performance. International Journal of Hospitality Management, 44(January 2015), 77-83.
3. Bastakis, C., Buhalis, D. and Butler, R. (2004). The perception of small and medium sized tourism accommodation providers on the impacts of the tour operators’ power in Eastern Mediterranean. Tourism Management, 25(2), 151-170.
4. Bloemer, J. M. and Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
5. Cantallops, A. S. and Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36(January 2014), 41-51.
6. Casalo, L. V., Flavian, C. and Guinaliu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898-911.
7. Chung, N. and Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
8. Department of Tourism in Thailand. (2016). Statistic of tourists in Thailand 2016 (region and province). Retrieved April 5, 2016, from https://www.tourism.go.th/home/details/11/221/25767
9. Eagleman, A. N. (2013). Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies. Sport Management Review, 16(4), 488-497.
10. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(April 1994), 1-19.
11. Han, H., Hsu, L. T. J. and Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528.
12. Hu, H. H., Kandampully, J. and Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction and image: An empirical study. The Service Industries Journal, 29(2), 111-125.
13. Hudson, S. and Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel and Tourism Marketing, 30(1-2), 156-160.
14. Kandampully, J., Juwaheer, T. D. and Hu, H. H. (2011). The influence of a hotel firm's quality of service and image and its effect on tourism customer loyalty. International Journal of Hospitality and Tourism Administration, 12(1), 21-42.
15. Kandampully, J. and Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality and Leisure Marketing, 10(1-2), 3-25.
16. Kang, M. and Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel and Tourism Marketing, 30(1-2), 93-107.
17. Kaplan, A. M. and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
18. Kubickova, M., Nusair, K. and Parsa, H. (2014). Does green hotel image influence guests' behavior the case of Generation Y. Journal of Services Research, 14(2), 9-32.
19. Lange, W. F. and Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 193-211.
20. Lee, J. S., Hsu, L. T., Han, H. and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901-914.
21. Lee, S. (2011). To tweet or not to tweet: An exploratory study of meeting professionals’ attitudes toward applying social media for meeting sessions. Journal of Convention and Event Tourism, 12(4), 271-289.
22. Liat, C. B., Mansori, S. and Huei, C. T. (2014). The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of Hospitality Marketing and Management, 23(3), 314-326.
23. Lien, C. H., Wen, M. J., Huang, L. C. and Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
24. Manen, M. V. (2015). Researching lived experience: Human science for an action sensitive pedagogy. London: Aithouse Press.
25. Mauri, A. G. and Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34(September 2013), 99-107.
26. Ministry of Sport and Tourism. (2015). Strategic for tourism in Thailand between 2015-2017. Bangkok: Ministry of Sport and Tourism.
27. Office of Small and Medium Enterprise Promotion. (2015). Report of SMEs situation in 2015. Bangkok: Office of Small and Medium Enterprise Promotion.
28. Office of the Council of State. (2002). Ministerial regulations Number of employment and asset of small and medium enterprise in 2002 (93A Vol 93A). Bangkok: Office of the Council of State.
29. Office of the Council of State. (2005). Hotel act in 2005 (Vol 70A). Bangkok: Office of the Council of State.
30. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(Special Issue), 33-44.
31. O'Shea, M. and Alonso, A. D. (2012). Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media. International Journal of Sport Management and Marketing, 10(3-4), 196-212.
32. Qiu, H., Ye, B. H., Bai, B. and Wang, W. H. (2015). Do the roles of switching barriers on customer loyalty vary for different types of hotels?. International Journal of Hospitality Management, 46(April 2015), 89-98.
33. Rahman, M. K. (2014). Motivating factors of Islamic tourist’s destination loyalty: An empirical Investigation in Malaysia. Journal of Tourism and Hospitality Management, 2(1), 63-77.
34. Sands, S., Harper, E. and Ferraro, C. (2011). Customer-to-noncustomer interactions: Extending the ‘social’dimension of the store environment. Journal of Retailing and Consumer Services, 18(5), 438-447.
35. Senders, A., Govers, R. and Neuts, B. (2013). Social media affecting tour operators' customer loyalty. Journal of Travel and Tourism Marketing, 30(1-2), 41-57.
36. Shoemaker, S. and Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
37. Sim, J., Mak, B. and Jones, D. (2006). A model of customer satisfaction and retention for hotels. Journal of Quality Assurance in Hospitality and Tourism, 7(3), 1-23.
38. Sotiriadis, M. D. and Van, Z. C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
39. Wonginchan, S. and Phompakping, B. (2017). The business of small firm using the internet in Northeastern Thailand. Journal of Business, Economics and Communications, 12(2), 66-78.
40. Xiang, Z., Magnini, V. P. and Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22(January 2015), 244-249.
41. Ye, Q., Law, R. and Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.
42. Yu, Y., Byun, W. H. and Lee, T. J. (2014). Critical issues of globalization in the international hotel industry. Current Issues in Tourism, 17(2), 114-118.
43.ิ Zeng, B. and Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10(April 2014), 27-36.