กลยุทธ์การตลาดที่มีอิทธิพลต่อการตัดสินใจจองที่พักผ่านระบบออนไลน์ หลังวิกฤตโควิด-19 (Marketing Strategies Influencing Decision Making in the Online Accommodation Booking after the Covid-19 Crisis)
Abstract
The objectives of this research were study the consumer behaviors via the online accommodation booking and the marketing strategies influencing decision making in the online accommodation booking after the Covid-19 crisis. The sample was 400 examples of people with experience in booking accommodation online. Data were gathered using the questionnaire and analyzed by using descriptive statistics such as the frequency, percentage, mean, Standard Deviation, and test the hypothesis by using multiple regression analysis. Results of multiple regression analysis using marketing strategies as forecast variables. It was able to predict the factors of marketing strategies that influenced decision making in the online accommodation booking in overall by 77.4 percent. The three variables that could be predicted significantly consisted of 3 variables: the promotion, 27.5 percent, the place, 12.1 percent and the process 8.7 percent according to the forecast equation as follows: = 2.462 + .275X4 + .121X3 + .087 X6
