Social Media Marketing Communication and Expectations of Tourists Affecting Decision Making on Using a Hostel in Udon Thani

Abstract

Research on marketing communications in social media formats and the expectations of tourists that influence their decision to use hostel services in Udonthani province. The aims of the research are as follows: 1) to study marketing communication in the form of social media tourists' expectations and decisions in choosing hostel services, 2) to compare personal factors that affect tourists' decisions in choosing hostel services, and 3) to study the influence of marketing communications in the form of social media and expectations of travelers regarding their decision to use hostel services. The sample group was Thai tourists traveling in Udonthani province and stayed at a hostel for at least 1 night. The sample was determined using Taro Yamane's formula. The number of samples obtained was 398 people and sampling were done by selecting proportional sampling in each hostel. The research instrument was a questionnaire. Analysis of results by finding frequency, percentage, mean, standard deviation, test hypotheses with statistics such as independent sample t-test, analysis of variance and multiple regression analysis statistics. Thai tourists have a high level of awareness of social media marketing communications of hostels, in order of having a business website, followed by Facebook, Twitter, YouTube, Instagram, Webpage, Line, and Tiktok. Thai tourists decide to use hostels at the highest level, in order of choosing hostels because they provide clear information, are easily accessible and respond quickly on all social networks online, phone and email. Thai tourists with different genders, ages, occupations, and monthly incomes choose different hostel services. Marketing communications in the form of social media such as Instagram influence the decision to use hostel services. Tourist expectations regarding price, location, service, and safety influence their decision to choose a hostel should have only one paragraph and its length should