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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4333

Title: The influence of social network as a communication process on the online guesthouse reservation decision of generation, the case study of Pai, Mea Hong Son
Authors: Kewalin Lanchakronmongkon
Keywords: Generation
Social Network
Marketing mix
Guesthouse
Issue Date: 2020
Publisher: Bangkok University
Abstract: This research aims to study the influence of source social network as a communication process on the online guesthouse reservation decision of generation, the case study of Pai, Mea Hong Son. The study was conducted in quantitative approach by using an online survey to collect the data from 400 participants who had ever visited to Pai, Mea Hong Son. One-way ANOVA was used to analyze the hypotheses. The result of the study showed that there was no relationship between the social network use (platform use accessing social network, platform use for researchong information on social network, type of social networking platform, online medium, and online travel agents) on online guesthouse reservation. However, there is a positive realationship between ‘time spending on social network’ on the online guesthouse reservation. This means by using social network has no impact on the online guesthouse reservation. Moreover, it was found that there was no relationship between markrting mix (4P’s) on the online guesthouse reservation. This means by appling markrting mix (4P’s) has no impact on the online guesthouse reservation.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2018
Subjects: Online social networks
Guesthouse -- Reservation systems
Decision making
Guesthouse -- Decision making
Advisor(s): Tiwa Park
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4333
Appears in Collections:Independent Studies
Independent Studies - Master

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