The Influence of Integrated Marketing Communication through Digital Media on Brand Loyalty of Thai Tourists Using Spa Businesses in Phuket
Article Sidebar
Main Article Content
Abstract
The purposes of this research were 1) to study the perceptual level of integrated marketing communication through digital media, and 2) to study integrated marketing communication through digital media that influences brand loyalty of Thai tourists using spa businesses in Phuket. The stratified sampling method, as well as the convenient random sampling method, were used. The samples were 400 Thai tourists who used spas in Phuket. The statistics used for analysis were the mean, standard deviation, and multiple regression analysis. The results showed that the overall perception level among Thai tourists of integrated marketing communications through digital media was at a high level. By considering each aspect, it was found that the highest mean was digital sale promotion, digital personal selling, and digital direct marketing, respectively. The integrated marketing communication through digital media that influenced brand loyalty found that digital sale promotion and digital personal selling had influences on brand loyalty of using spa businesses of Thai tourists in Phuket by 37% of the variation predicted in brand loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All submitted articles are subject to academic validation by qualified experts (peer review). The opinions expressed in each article of this publication are those of the authors themselves. The editorial board holds no responsibilities on them and does not reserve the copyright for academic use with the condition that the reference of their origin is cited.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Amornprapateerakul, K. (2010). Image identity of MOS BURGER towards loyalty and purchasing behavior of consumers in Bangkok (Master’s thesis). Srinakharinwirot University, Bangkok. [in Thai]
Angkulanon, R. (2016). Digital answers every brand communication problem. Retrieved from https://www.bangkokbiznews.com/news/detail/694947 [in Thai]
Butsaenkom, P. (2012). Selection of predictive variables into multiple regression equations. Journal of Educational Measurement Mahasarakham University, 17(1), 43-60. [in Thai]
Chaengjankrit, P. (2000). Digital integrated marketing communication to affecting the service boxing in Bangkok (Research report). Bangkok: Bangkok University. [in Thai]
Charinsarn, A. (2018). Integrated marketing communications: Staying close to consumers in a seamless world. Bangkok: Expernet. [in Thai]
Chulalongkorn University Intellectual Property Institute. (2017). Technology and industry reporting report palace of good income and health tourism. Retrieved from https://www.ipthailand.go.th/images/3534/web_01052018/Report_CHU/8_Well-being_06.12.2017_CHU.pdf [in Thai]
Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York: John Wilay & Sons.
Economic Situation Analysis and Warning Department. (2020). SMEs business analysis (Quick Study) Spa and wellness services. Retrieved from https://www.sme.go.th/upload/mod_download/download-20210817232409.pdf [in Thai]
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Kerlinger, F. (1972). The study and measurement of values and attitudes. Retrieved from https://files.eric.ed.gov/fulltext/ED079618.pdf
Koomsup, P. (2012). Marketing communication factors that affected buying behavior on Korean cosmetics “skin food” (Research report). Pathum Thani: Rajamangala University of Technology Thanyaburi. [in Thai]
Lomsethi, A. (2011). Factors affecting selecting accommodation of foreign visitors, Bangkok (Master’s thesis). Rajamangala University of Technology Thanyaburi, Pathum Thani. [in Thai]
Lopraditpong, N. (2006). Customer satisfaction survey manual. Bangkok: Se-Education. [in Thai]
Luo, M., & Parncharoen, C. (2019). The effect of digital integrated marketing communication on Sichuan consumers’ decision to use WeChat application. Suthiparithat Journal, 34(109), 122-133. [in Thai]
Ministry of Public Health. (2016a). International health spa establishment benchmark guide. Bangkok: Genesis Mediacom. [in Thai]
Ministry of Public Health. (2016b). Health spa operator knowledge document. Retrieved from http://www.thaispa.go.th/spa2013/web/web_new/fileupload_doc/2017-06-16-3-17-2455408.pdf [in Thai]
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63(Special Issue), 33-44.
Patcharawalai, P. (2016). Satisfaction with service quality and the perception of the image of specialized banks affecting the loyalty of people in the Bangkok metropolitan area (Master’s thesis). Bangkok University, Bangkok. [in Thai]
Phumarin, S. (2015). Effects of integrated marketing communications and brand equity on purchase decision of the consumer-packaged rice in Nonthaburi Province (Master’s thesis). Bangkok University, Bangkok. [in Thai]
Positioning. (2016). Penetrate the “passenger transport” trend, extremely intense. Retrieved from https://positioningmag.com/62974 [in Thai]
Prachachatthurakit Online. (2021). Spa business lost 5 billion, Phuket-Pattaya is heavily closed down 80%. Retrieved from https://www. prachachat.net/ local-economy/news-599329 [in Thai]
Prangam, P., & Thuenphuangkaew, J. (2020). Digital integrated marketing communications and service marketing mix factors toward travelling decisions in the lower northern region. Journal of Management Science Udon Thani Rajabhat University, 2(5), 11-27. [in Thai]
Promhitathorn, S. (2017). Factors affecting customer satisfaction with day spas in the Bangkok metropolitan area (Research report). Pathum Thani: Thammasat University. [in Thai]
Pudponganan, S. (2013). Factors affecting the selection of spa services by users in Racha Thewa Subdistrict, Samut Prakan Province (Master’s thesis). Stamford International University, Bangkok. [in Thai]
Reanmanee, P. (2016). Digital integrated marketing communication to affecting the service boxing in Bangkok (Independent research). Bangkok University, Bangkok.[in Thai]
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Samerjai, C. (2006). Marketing management. Bangkok: SE-Education. [in Thai]
Satjapitak, P. (2017). The influence of integrated marketing communication and website credibility toward customer’s trust in the e-marketplace of the OTOP product (Master’s thesis). Silpakorn University, Bangkok. [in Thai]
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). New Jersey: Prentice-Hall.
Susan, F. (2004). Marketing: Integrated communications, advertising effectiveness and brand equity. Retrieved from https://www.emerald.com/insight/
Teepapal, D. (1998). Marketing communication strategy. Bangkok: Amorn Printing. [in Thai]
Teerasorn, S. (2019). Marketing communication (10th ed.). Bangkok: Chulalongkorn University Press. [in Thai]
Thongkhao, T. (2021). Digital integrated marketing communication affecting to the buying decision making of rag craft group Ban Baukpao, Chiang Mai Province (Research report). Chiang Mai: Maejo University. [in Thai]
Vanichbuncha, K. (2007). Statistical analysis: Statistics for administration and research (10th ed.). Bangkok: Chulalongkorn University Press. [in Thai]
Wongmontha, S., & Techakana, C. (2007). Crazy with the brands. Bangkok: Than Books. [in Thai]
Wuttisakdusakun, A. (2017). Digital marketing communication and customers decision making on online messenger in Bangkok district (Research report). Bangkok: Bangkok University. [in Thai]