endogenous and exogenous factors for e- marketing technology and innovation in homestay...
TRANSCRIPT
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 1/35
Endogenous and Exogenous Factors
for E- Marketing Technology and Innovation
in Homestay Establishments:
Ms. Siripen Yiamjanya
Suan Sunandha Rajabhat University (SSRU)
IEDRC AMSTERDAM CONFERENCE PROGRAM,
February 12-13, 2015
Amsterdam, Netherlands
Inntel Hotels Amsterdam Zaandam
A Case Study of Samut Songkhram
Province, Thailand
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 2/35
ResearchBackground
Low visibility of local homestay
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 3/35
The usage of Internet by
local homestay
entrepreneurs in the
business
Investigation of endogenous and
exogenous factors that facilitated
an adoption of e-marketing in
homestay business
Low visibility of local homestay
Misunderstanding of homestay tourism concept
Homestay keyword exploited over the Internet by resortand hotel business
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 4/35
Research
Objectives
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 5/35
I:
To explore the usage of the electronicchannel by local homestay entrepreneurs inBang Khonthee District, Samut SongkramProvince
II:
To investigate endogenous and exogenousfactors that facilitated an adoption ofe-marketing in their homestay business.
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 6/35
LiteratureReview
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 7/35
Internet searches in Google.co.th by use of Thai language for “homestay
samut songkram” produced 316,000 results, and 226,000 results for“homestay bang khonthee”. Most were small resorts, not homestay, and
travel information.
Most websites in the search result list included:
Social media site
Portal sites and destination sites for homestay listings that link to
particular homestay business domains
Travel intermediaries
Google Plus and Google Adwords (a few)
Websites of governmental organizations (e.g. Tourism Authority of
Thailand) (a few).
Homestay having their own websites (with their own domain name) had
low ability in competing on the Internet- based environment (not in the
first page).
Internet Review
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 8/35
Previous studies of determinant factors in adopting Internet
marketing in small business:
• The level of star grading
• Technological competence
• Managerial support
• Existence of alliances
• Property size
Organizationalfactors
• Perceived benefits
• Internet usage in daily business operations (efficiency andconvenience of the Internet as communication tool)
• The level of ICT and relevant knowledge and skills
Individualfactors
• Environmental competition
• The industry trends
• Pressure from customers and the industry
• Expectations from customers and the industry
Environmentalfactors
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 9/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 10/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 11/35
Research
Methodology
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 12/35
• Bang Khonthee District, Samut
Songkram Province, ThailandSite
• 35 Local entrepreneurs who run
the homestay establishment inBang Khonthee District, SamutSongkram Province
Sample
• Questionnaire (with interview) with five-
point Likert-type scale from the mostimportant to the least important used forinvestigating significant factors thatfacilitated an adoption of e-marketing inhomestay business
Data CollectingTool
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 13/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 14/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 15/35
ResearchFindings
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 16/35
EntrepreneurBackground
60% as first generation
34.3% opened their houses ashomestay establishment for 3-4
years
34.3% used the Internet forcommunicating with customers at a
medium level
Use of the Internet
82.9% used the Internet indaily life
62.9% used the Internet inmarketing and public relationfor their homestay business
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 17/35
The five most prominentpurposes of the Internet usage
Searching for generalinformation
Searching for news update
Searching for tourism and homestayrelated information
For socializing in the social media
sites
For entertainment
Lessprominent
Updating content ontheir websites
Keeping contact withcustomers
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 18/35
Intention to attend e-marketing
trainings
49.9% indicated their interest, yet could not dodue to an inconvenience of time
25.7% showed no interest
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 19/35
Findings of the investigation of
endogenous and exogenous factors that
facilitated the homestay
establishments’ adoption of
e-marketing
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 20/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 21/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 22/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 23/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 24/35
Discussion
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 25/35
Utilization of theirown website
Website was not used as themain marketing and
communication channel
Rather based on phone call
Most websites lacked of regular
update (static) and with lowoptimization as created byfreelance webmaster
Utilization of social mediasites in advertising the
business
Significant role ofFacebook.com
Significant role of Thai socialnetwork sites such as
Sanook.com and Pantip.com
The role involved self-
presentation and self-marketing and the number of
‘likes’ clicks
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 26/35
Homestay businesswas not their main
source of income
Main source of incomewas agricultural unit
No necessity in hiring aspecific person to take
care of the website
Homestay businessenvironment
Low level of promotional activities due to booming trend at the destination
especially domestic market
Still low level of competitive environmentresulting in the low pressure of the
entrepreneurs
Increase of business competitiveenvironment would affect the entrepreneurs’
perception of competitive pressure andmovement towards the adoption of the
Internet marketing
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 27/35
The geographical andphysical attributes of thehomestay establishments
The location in proximityto famous tourist
attractions
Attractiveness anduniqueness of homestay
decoration
Strong attachment of touristswith tourism accessibility and
aesthetics
Response of homestayentrepreneurs to clients
Decoration of homestayestablishments served clients’
behaviour – taking photos and postingon social media sites, with telling the
experience
Significant advantages in creatingviral and social marketing
environment through social mediasites
Utilization ofsocial media sites
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 28/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 29/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 30/35
Co-operative establishment andlearning other homestays’
experiences
Less significant due to secondarysource of income
Individual homestay operation rather thanthe coordination for community tourism
benefit
The remarkable transition of homestay being only asgeneral accommodation servicing tourists with a less
of a connection with cultural attributes andcommunity as a whole
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 31/35
Suggestions
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 32/35
Suggestions
Tourism Authority of Thailand and other publicorganizations should be more strategic in providinge-marketing trainings, with facilitation of websitedevelopment and utilization through optimization
technique
Looking more on developing quality content of homestay anduser-friendly homestay classification, search-ability, link-ability
to websites of homestay establishments
Aware of distortion of homestay concept caused by the
massification of resorts that utilized homestay keywords fortheir e- marketing
Aware of the situation that the authenticity of homestaymight be devalued
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 33/35
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 34/35
Limitation of this research and future study
The small sample size due to the time constraint Limited published literature on the adoption of e-marketing on
the homestay sector
Future research
Considering a larger proportion of data collection in the same district or
province.
Due to significance of social media sites in homestay marketing within
the Thai context, future research may explore how and how much
actively these social media sites are utilized by local homestayestabl ishments as well as its effectiveness .
Qualitative approach should be applied.
7/21/2019 Endogenous and Exogenous Factors for E- Marketing Technology and Innovation in Homestay Establishments: A Case Study of Samut Songkhram Province, Thailand
http://slidepdf.com/reader/full/endogenous-and-exogenous-factors-for-e-marketing-technology-and-innovation 35/35
Thank you