The Influence of Social Media Exposure, Brand Image and Brand Value on Hotel Service Intention of People in Bangkok

Abstract

       The study on the influence of social media exposure, brand image and brand value on hotel service intention of people in Bangkok has the following objectives: 1) to study social media exposure of people in Bangkok, 2) to study hotel brand image of people in Bangkok, 3) to study hotel brand value of people in Bangkok, 4) to study hotel service intention of people in Bangkok, and 5) to study the ability of social media exposure, brand image and hotel brand value to jointly predict hotel service intention of people in Bangkok. The sample group is 400 people in Bangkok. The stratified sample was selected and divided into 3 groups of areas: urban areas, urban areas, and suburban areas. A questionnaire was used as a tool for data collection. The statistics used for data analysis were percentage, mean, standard deviation, and hypothesis testing using multiple linear regression and stepwise regression, which set the statistical significance at 0.05. The results of the research found that social media exposure, brand image, and hotel brand value can be used together to predict the intention to use hotel services of people in Bangkok by creating a prediction equation: Y (intention to use hotel services of tourists in Bangkok) = 0.148 + 0.069 (social media exposure) + 0.936 (brand value), which can jointly predict the equation by 60.5 percent and has a multiple correlation coefficient of 0.746.