THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMERS’ BEHAVIOR IN USING PET HOTEL SERVICES IN THAILAND

Abstract

          This study aimed to examine the behavior of pet hotel service users and to investigate the influence of integrated marketing communication, including advertising, public relations, sales promotion, direct marketing, personal selling, and content marketing, on pet hotel service usage behavior, and to examine the behavior of pet hotel service users. This research employed a quantitative approach. Data were collected through online questionnaires from 400 respondents who had previously used pet hotel services, selected by non-probability sampling using convenience sampling. The research instrument was an online questionnaire, and its reliability was tested with 30 respondents using Cronbach’s alpha coefficient. Data were analyzed using descriptive statistics, simple regression analysis, and multiple regression analysis.
           The findings revealed that the majority of respondents were female (238 respondents, 59.50%), aged between 26–36 years old (148 respondents, 37.00%), worked as employees in private companies (125 respondents, 31.30%), had an average monthly income of 20,001-40,000 baht (157 respondents, 39.30%), and were single (226 respondents, 56.50%). The majority of respondents demonstrated the highest level of word-of-mouth recommendation behavior regarding pet hotel services, with a mean score (M = 4.80). The results of the simple regression analysis indicated that advertising, public relations, sales promotion, direct marketing, personal selling, and content marketing each had a statistically significant positive influence on pet hotel service usage behavior at the .05 level. The results of the multiple regression analysis further showed that these six variables together explained 76.5% of the variance in pet hotel service usage behavior (Adjusted R² = .765), with statistical significance at the .05 level.