อิทธิพลของการส่งเสริมการตลาดผ่านช่องทางดิจิทัลต่อความตั้งใจใช้บริการสวนน้ำแกรนด์ แคนยอนของผู้บริโภคในยุคความปกติใหม่

Abstract

The purpose of this research was to study the influence of marketing promotion through digital channels towards the intention to use services of Grand Canyon Water Park among consumers in the new normal era. The questionnaire was used to collect data from a sample of 500 consumers, who used to use services from the Grand Canyon Water Park, Chiang Mai, in Generation Y and Generation Z. The statistics used to analyze the data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that most of the respondents were female, have an education level at the bachelor’s degree, held a single status, and had an occupation as students. The average monthly income was less than 15,000 baht. The residential region was in the northern region. The most used digital media channel to receive general news was Facebook. The most used service water park in Chiang Mai was Grand Canyon Water Park. The days used the water park were Saturday, Sunday, or public holiday. The most accessible days to use the water park were Saturday, Sunday, or public holiday. The most common time to use the water park was from 2:01 p.m. to 4:00 p.m. The average number of hours spending in the water park was 2–3 hours per time, and the frequency of usage was 2–3 times per year. The person who influenced the decision to use water park services was oneself. The average cost of using the water park was 400–600 baht per time. They used the water park service because they liked to do water activities and wanted an extremely level of excitement. The digital media channel used to receive news in order to decide to use water park services was Facebook page. There were four aspects of marketing promotion through digital channels that affected the intention to use the services of Grand Canyon Water Park among consumers in the new normal era at a significant level of 0.05. They were public relations through digital channels, followed by sales promotion through digital channels, advertising through digital channels, and personal selling through digital channels. On the other hand, direct marketing through digital channels did not affect the intention to use the services of Grand Canyon Water Park among consumers in the new normal era.