Year: 2022
Type: article
Abstract: This research aim to survey the situation of digital marketing operation of the hotel business in Pattaya City, Chonburi Province by using qualitative research method. The data collected by using in-depth interview with purposive sampling group, including of 6 marketing administrators of the international chain hotel and local chain hotel. Also observing the hotel data in 3 digital marketing channels as websites, search engine and social media marketing. Content analysis is used to analyze the data. The results showed that nowadays the situation of digital marketing is very important to the hotel business and has high competition. The operation treat found that there were not many of digital marketing expertise officers. The problem in using the marketing digital was negative comment to the hotel and in the future, it will have high competition. The observing had found that each of the digital marketing channel has the differentiation presentation goals.
Institution: Mahasarakham University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220199262