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

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.