GUIDELINE FOR DEVELOPING MARKETING STRATEGY FOR THE ACCOMMODATION BUSINESS IN SAMUTSONGKHRAM PROVINCE FOR THE NEXT NORMAL

Author(s) :

Kamonluk Phophan
College of Hospitality Industry Management, Suan Sunandha Rajabhat University

Phiyada Rotjanakorn
College of Hospitality Industry Management, Suan Sunandha Rajabhat University

Manon Arunkiri
3College of Innovation and Management, Suan Sunandha Rajabhat University

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Abstract :

In the wake of the COVID-19 crisis in Thailand, this study examines the challenges faced by hotel businesses, particularly in Samutsongkhram Province. The focus is on developing adaptive marketing strategies for the "Next Normal" to ensure sustained growth. The purpose of this paper is to determine the most appropriate approach for developing marketing strategies for accommodation businesses in Samutsongkhram Province for the next normal by examining the relationship between changing consumer behavior after COVID-19 and the 4Es of marketing. 400 respondents who completed the questionnaires were used in this study, which used the quantitative analysis approach. The standard deviation, mean, and percentage were the descriptive statistics employed. At a statistically significant level of 0.05, the study's findings indicated that travelers with varying genders, ages, educational backgrounds, occupations, and average monthly incomes make different travel decisions. To address the post-pandemic challenges, the study recommended a marketing approach using the 4Es framework: experience, exchange, everywhere, and evangelism. These elements are designed to enhance the customer experience, drive engagement, build brand advocacy, and extend market reach. In summary, the proposed approach emphasizes tailoring marketing strategies to the unique circumstances of Samutsongkhram Province. By prioritizing customer experience and engagement, hotels can navigate the complexities of the post-COVID era and ensure their resilience and growth.

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