Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services

Mohammed Ali Sharafuddin (), Meena Madhavan () and Sutee Wangtueai
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Mohammed Ali Sharafuddin: Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand
Meena Madhavan: Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand
Sutee Wangtueai: Faculty of Agro-Industry, Chiang Mai University, Samut Sakhon 74000, Thailand

Administrative Sciences, 2024, vol. 14, issue 11, 1-21

Abstract: Inbound digital marketing strategies play a vital role in the tourism industry, significantly influencing visitors’ decision-making processes, enhancing tourist experiences, and ensuring post-consumption satisfaction. This study explores the effectiveness of digital marketing strategies in shaping tourists’ perceptions of service quality and sustainability and their subsequent impact on overall satisfaction and behavioural intentions. This paper developed a conceptual framework and hypotheses through a comprehensive literature review to assess the causal relationships between digital marketing effectiveness, perceived destination service quality, perceived destination sustainability quality, tourist satisfaction, and behavioural intention. The empirical analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) on data collected from 195 international tourists in Thailand’s coastal regions. The results reveal that while digital marketing effectiveness directly influences tourists’ perceptions of service and sustainability quality, it indirectly influences tourist satisfaction and behavioural intentions through these perceptions. The findings highlight the critical role of aligning digital marketing strategies with service quality and sustainability initiatives. Moreover, the developed construct serves as a valuable tool for assessing and maintaining the destination image, helping tourism providers to improve their offerings and continuously foster long-term customer relationships.

Keywords: destination sustainability quality; destination service quality; sustainable tourism development; sustainable development goals; destination branding and marketing (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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