| Title: | An Analysis of Traditional and Digital Marketing Strategies of Hospitality Industry in Thailand |
| Author: | Nyein Sandar Thwin |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) – The 8th International Conference on Business, Informatics and Management Research and Innovation Ecosystem (ICBIM 2025) on May 30, 2025, pp.248-258 Click PDF |
Abstract
This study explored the success of traditional and digital marketing strategies in enhancing repurchase and retention in the hospitality industry of Thailand. With the digital shift, organizations struggle to implement both strategies for capturing and keeping the customers. Perceived usefulness, ease of use, customer experiences, customer relationship management, customer value management, trust propensity, perceived risk and social media marketing were examined as key factors. A qualitative approach was used to conduct focused interviews with 30 employees of mid scale, independently owned hotels, including marketing managers, CEOs and event managers. To explore the discrepancies between traditional and digital marketing in driving customer engagement, repurchase and retention, data were collected through face to face interviews and were analyzed thematically. Findings show that digital marketing is good at creating engagement and generating loyalty but traditional marketing is more effective with certain audiences, including the older or wealthier customers. Customer relationship management systems that are integrated and social media help build trust and retention, and a hybrid marketing strategy is effective in mobilizing fragmented customer segments. This study concludes that in the hospitality industry, an integrated marketing strategy will strengthen sales and public loyalty. This study also points future research to how both advanced technology and generational differences might affect marketing effectiveness.
Keywords: Keywords: traditional marketing, digital marketing, customer relationship management, Thailand, hospitality industry, integrated marketing strategy.
6517193010, Nyein Sandar Thwin , Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), AAn Analysis of Traditional and Digital Marketing Strategies of Hospitality Industry in Thailand, นำเสนอในที่ประชุมวิชาการ (Conference), -, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
