Marketing Communications Perception towards Hotel in Pattaya during COVID-19: A Case Study of Siam at Siam Design Hotel Pattaya

Abstract

            The objectives of this research are (1) to study the perception of marketing communication of Siam at Siam Design Hotel Pattaya during the COVID-19 pandemic, and (2) to compare the perception of marketing communication about the COVID-19 pandemic of the hotel based on personal factors. The samples in this research are 440 of Thai travelers in Bangkok who stayed at Siam at Siam Design Hotel Pattaya during the COVID-19 pandemic. Questionnaires are used as a research instrument, while the statistics for data analysis, e.g., percentage, arithmetic mean, standard deviation, t-test and One-Way ANOVA is also evaluated.
            Firstly, the results showed that the sample group expose to marketing communication through online social media such as Facebook, Instagram, and Website, respectively. The exposure to such online media is through their everyday used mobile phone and mainly at home. “Images” are the key motivation to their online marketing. The most influential person in choosing accommodation and tourist attraction is “themselves”. Secondly, the perception of marketing communication of the hotel during the COVID-19 pandemic was found to be in the highest level. Finally, the individual factors, e.g., gender, age, occupation, and monthly salary, affected on the perception of marketing communication of Siam at Siam Design Hotel Pattaya during the COVID-19 pandemic with statistical significance of 0.05.