Supaprawat Siripipatthanakul, Pongsakorn Limna,
Sutithep Siripipattanakul, Pichakoon Auttawechasakoon
Adjunct Professor, PhD, Asia e University, Malaysia
PhD Student, Rangsit University, Thailand
Associate Professor, PhD, Kasetsart University, Thailand
MA Student, Burapha University, Thailand
Date Received: Marc 2, 2022
Date Revised: April 19, 2022
Date Accepted: April 29, 2022
Asia Pacific Journal of Academic Research in Business Administration
Vol. 8 No. 2, 35-42 April 2022
P-ISSN: 2467-6691 E-ISSN: 2467-5148
The Relationship Between Content Marketing, E-Promotion, E-WOM and Intentions to Book Hotel Rooms in Thailand 462 KB 7 downloads
Supaprawat Siripipatthanakul, Pongsakorn Limna, Sutithep Siripipattanakul, Pichakoon...This study explores the relationship between content marketing, electronic promotion (E- Promotion), electronic word of mouth (E-WOM), and intentions to book hotel rooms in Thailand. The online questionnaires of 212 were employed for the quantitative research through convenience sampling. The complete collected data were analysed using the PLS-SEM program for hypothesis testing. The results reveal that content marketing significantly influences E-WOM and intentions to book hotel rooms. E-WOM is a significant mediator between content marketing, E-Promotion, and intentions to book hotel rooms. Moreover, E-Promotion can predict E-WOM better than content marketing. Hotel owners, hotel managers, and marketers should consider content marketing, E-Promotion, and E-WOM to improve individuals’ intentions to book hotel rooms. The implication could be applied to online marketing companies and businesses to increase customer loyalty. The recommendation is to expand more sampling to other countries to understand the relationship better. Also, a qualitative study could give more insight to explain the relationship results.
Keywords – Content Marketing, Electronic Promotion (E-Promotion), Electronic Word of Mouth (E- WOM), Intentions to Book, Hotel Rooms