Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

Torboon Puangmaha,Pakpachong Vadhanasindhu,Sukree Sinthupinyo,Tatri Taiphapoon

doi:10.3991/ijim.v14i16.15199

Torboon Puangmaha, Pakpachong Vadhanasindhu + Show 2 more

Open Access

https://doi.org/10.3991/ijim.v14i16.15199

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Abstract

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy. Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication. In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

Highlights

The revolution in Internet and mobile technologies continues to alter the current social network technology
In Thailand, the average amount of time people spend per day on social networks is 3 hours and 11 minutes, and 93% of Internet users are on Facebook, 91% on YouTube, followed by 65% on Instagram and 52% on Twitter
Not all channels and types of social media are suitable for each hotel marketing context

Summary

Introduction

The revolution in Internet and mobile technologies continues to alter the current social network technology. In Thailand, the average amount of time people spend per day on social networks is 3 hours and 11 minutes, and 93% of Internet users are on Facebook, 91% on YouTube, followed by 65% on Instagram and 52% on Twitter. The number of daily social media users has increased tremendously [3]. This phenomenon has resulted in new business opportunities for everyone. Social networks have become important communication channels because they have changed people’s consumer behaviour [4] and provide a new way of communicating with customers and selling products and services. Social media technology allows corporations to communicate with customers, listen to comments and feedback, understand customers’ attitude, and learn their needs instantly without any limitation of geography during communication [5]

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