Development of a structural equation model of digital marketing communication for the new normal tourism
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2024
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2567
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338 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Bhumikiattiyot Thesana (2024). Development of a structural equation model of digital marketing communication for the new normal tourism. Retrieved from: https://repository.nida.ac.th/handle/123456789/7078.
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Development of a structural equation model of digital marketing communication for the new normal tourism
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Abstract
This research aims to 1) study the digital marketing communication process and develop strategies for the new normal tourism, 2) collect factors influencing the intention to use technological innovations for the new normal tourism, and 3) develop a structural equation model of digital marketing communication in the new normal tourism. A mixed-method research approach was employed, consisting of qualitative research, conducted through in-depth interviews with key tourism agencies in Thailand and entrepreneurs who used or developed technological innovations for the new normal tourism; and quantitative research conducted by a survey study with a sample of 320 tourists in Bangkok. The research instrument is a questionnaire with a total reliability coefficient (Alpha Coefficient) of .910, divided as follows: Section 2 = .853, Section 3 = .813, and Section 4 = .841. The data was analyzed using SEM statistical techniques to develop a structural equation model that aligns with empirical data.
The qualitative research finds that 1) in terms of internal communication patterns, key tourism agencies adopt a mixed communication pattern, namely one-way communication in the context of policies and formal and patterned-structure projects, and two-way communication for information exchange and collaboration within sub-groups. On the other hand, the private sector, due to its simpler organizational structure and emphasis on teamwork, primarily relies on two-way communication. 2) Regarding external communication patterns, key tourism agencies communicate with government offices, network affiliates, and the public to restore and raise awareness of the new normal tourism. At the same time, private companies focus on business-oriented communication, mainly for marketing benefits, through business-to-customer (B2C) interactions. 3) Concerning the new normal tourism communication process, both public and private sectors widely utilize technology and online media to disseminate information, enhance public awareness, and facilitate tourism recovery in response to changes and travelers’ behavior in the future. 4) For marketing communication strategies for new normal tourism, key tourism agencies prioritize high-quality and valuable message design that is direct, credible, clear, and accessible to all target groups, alongside the development of diversified communication channels that accord with different behaviors of tourist groups to ensure to reach all civic groups effectively. On the other hand, the private sector focuses on developing new marketing communication tools and channels by incorporating modern technological innovations to maximize communication efficiency.
In quantitative research, the researcher synthesized factors influencing the intention to use technological innovations for the new normal tourism, collected data, and tested its consistency with empirical data. The findings indicate that the structural equation model of digital marketing communication factors influencing the new normal tourism accords with the empirical data with statistical significance at the 0.01 level, as shown by SRMR = 0.058 (< 0.08), and NFI = 0.945 (> 0.90). Additionally, it is found that digital marketing communication factors, perceived ease of use, and social influence have a positive direct effect on attitudes toward technological innovations for the new normal tourism and a positive indirect effect on the intention to use technological innovations for the new normal tourism.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2024