Digital Marketing as the Way to Bridge the Communication Gap

Abstract

This co-operative education report, titled “Digital Marketing to Bridge the Communication Gap,” explores issues of miscommunication between the resort and its guests and suggests digital marketing strategies to improve understanding and connection. During my internship at Cholchan Pattaya Beach Resort, I focused on identifying guest satisfaction. Using qualitative analysis through ATLAS.ti software, I discovered that 20% of guest complaints were related to the resort’s distance from the city, 20% were linked to staff attitude, and 60% outdated or misleading promotional photos. These findings highlighted the resort’s credibility issues and a gap in guest expectations versus reality.
To address these challenges, I proposed and implemented a strategic digital marketing initiative, creating a YouTube channel to showcase updated and authentic content. This approach aimed to provide guests with accurate visual representations and real-time updates on the resort’s amenities and experiences. This project applied core marketing concepts such as customer satisfaction theories, project management techniques, and digital content strategies.
The outcomes of this initiative enhanced the resort’s online transparency, improved guest perceptions, and addressed miscommunication issues effectively. My experience offered valuable insights into digital marketing strategies and their practical applications in the hospitality industry.

Keywords: Digital Marketing, Communication Gap, Guest Satisfaction

ดร.วรรณรัตน์ วัฒนานิมิตกูล – Dr. Wannarat Wattananimitkul, บธ.บ. การตลาด (หลักสูตรนานาชาติ) – B.B.A. Marketing (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการตลาด (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Marketing (International Program), 2/2567 (2024)