Demands and Perceptions toward Marketing Innovation and Social Media Behaviors on Foreign Tourists’ Consuming Intentions for Wellness Hot Spring Tourism
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Abstract
The main objective of this research is to study the impact of demand and perception of
marketing innovation, as well as the communication behavior of foreign tourists through online social media on their intention to use wellness hot spring tourism. The study was conducted using quantitative research methods, with a sample of 200 foreign tourists surveyed. Data was analyzed using descriptive and inferential statistics, including multiple regression. The research results support the assumption that “meeting the needs of tourists and having a destination image that matches their needs will increase their intention to use tourism services.” However, the research did not support the assumption that the communication behavior of tourists through online socialmedia has an impact on their intention to use wellness hot spring tourism. This research can lead to the development of a marketing management model for promoting wellness hot spring tourism
in Mae Hong Son province as a destination for wellness tourism. This can be achieved through
the implementation of service marketing innovation and integration with various digital tools thatalign with the behaviors of tourists in present.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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