Online Marketing Mix Development Guideline for Hotel in Special Economic Zone (SEZ), Northeastern, Thailand

Abstract

This research aims to 1) determine the marketing mix (4Ps) and type of online marketing,
and 2) propose online marketing development guidelines for hotel in Special Economic Zone (SEZ),
Northeastern, Thailand. The research tool is structured interview by interviewing the 13 hotel’s
marketing management in Nakhon Phanom, Mukdahan, and Nong Khai province. The study found
that hotel in SEZ has the core product, which offers rooms with scenery views of Mekong River
and easy accessibility because the hotel is located in the important business area, therefore, the
businessmen and tourists tend to stay throughout the year. For the type of online marketing, most
hotels use the Online Travel Agency (OTA), Social Media Marketing (SMM), their hotel website, and
online advertising. In term of the Online Marketing Development for Hotel in SEZ, they should
develop the systems for online reservation, website and Search Engine Optimization (SEO) of hotels,
including online word-of-mouth and blog marketing to promote its marketing schemes.