Investigating the factors affecting online marketing strategy effectiveness for small and medium-sized hotels in Thailand: Mixed methods approach
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Abstract
This research examines factors influencing the Digital Marketing Strategy Effectiveness in small and medium-sized hotels in Thailand, focusing on success factors and adaptation in the digital era. The findings reveal that Digital Organizational Transformation is a crucial factor affecting the effectiveness of online marketing strategies. Emphasis should be placed on restructuring the organization, investing in technology, and developing employees' digital skills, rather than solely focusing on online marketing strategies to increase bookings. Furthermore, Business Environment Turbulence does not directly impact the effectiveness of online marketing strategies in the short term, despite significant adaptations by entrepreneurs, suggesting that strategy evaluation should be conducted over the long term. The study also shows that Transformational Leadership has limited impact, possibly due to the specific characteristics of small and medium-sized hotel businesses, which typically have flat organizational structures and are family-run. These findings highlight the importance of comprehensive Digital Organizational Transformation and recommend considering the specific context of the business when planning and implementing Digital Marketing Strategies. The research emphasizes the need for a holistic approach to digital transformation in the organization, rather than focusing solely on marketing aspects to enhance Digital Marketing Strategy Effectiveness.
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