Influence of Integrated Marketing Communication through Digital Media on the Gastronomic Tourism Travel Decision Process of Thai Tourists in Phuket
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Abstract
This research aimed to 1) study the perceptual level of integrated marketing communication via digital media among Thai tourists engaging in gastronomic tourism in Phuket Province, and 2) study the influence of digital integrated marketing communication on the decision-making process of these Thai tourists for gastronomic travel in Phuket. The sample comprised 400 Thai gastronomic tourists in Phuket Province. Quota sampling and convenience sampling were employed, respectively. The statistics used for analysis included mean, standard deviation, and multiple regression analysis.
The findings revealed that the overall perceptual level of integrated marketing communication through digital media among Thai tourists undertaking gastronomic tourism was at a medium level. When examining specific aspects, digital publicity and public relations showed the highest mean score, followed by digital advertising and digital personal selling, respectively. Furthermore, regarding the influence of integrated marketing communication through digital media on the decision-making process for gastronomic tourism, digital personal selling and digital sales promotion significantly influenced Thai tourists' decision-making processes for gastronomic travel in Phuket, predicting 44.50% of the variation in their travel decision process. Therefore, the results of this research are beneficial for tourism operators to effectively utilize digital marketing communication tools. Additionally, relevant agencies can leverage these findings to promote and strategize for the business sector, leading to the creation of sustainable gastronomic tourism.
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