©ICBTS Copyright by Author(s) |The 2024 International Academic Multidisciplines Research Conference in Fukuoka 55 IMPROVING THE EFFICIENCY OF DIGITAL MARKETING THAT AFFECTS THE OPERATIONS OF THE AIRLINE BUSINESS IN THAILAND

Sarawut  Putnuan

Sarawut Putnuan Suan Sunandha Rajabhat University

Keywords: digital marketing, airline business, improving of marketing

Abstract

©ICBTS Copyright by Author(s) |The 2024 International Academic Multidisciplines Research Conference in Fukuoka 55
IMPROVING THE EFFICIENCY OF DIGITAL MARKETING THAT
AFFECTS THE OPERATIONS OF THE AIRLINE BUSINESS IN
THAILAND
Sarawut Putnuan
Sarawut Putnuan College of Logistics and Supply chain, Suansunandha Rajabhat University,
Thailand
E-Mail: sarawut.pu@ssru.ac.th
ABSTRACT
This study aims to study the level of opinions in digital marketing and to study digital
marketing strategies that affect airline business operations this research used a mixed research
design using quantitative and qualitative research together. The sample group used in this study
in quantitative form consisted of 400 airline users using a simple sample selection method.
Tools used include: questionnaire and interview statistics used to analyze data including
frequency, percentage, mean, standard deviation exploratory factor analysis correlation
analysis.
The research results found that all and the dependent variable is the relationship of the
digital marketing strategy with the operations of the airline, the results of which are examined.
It was found that the two variables were significantly related to each other at .05 with the
Pearson correlation coefficient = 0.823 and Sig. value = 0.000. It shows that digital marketing
strategies have a relationship with airline operations that can be both positive and directly
variable and a high level of relationship.
The results of the analysis of the informants found that most service users want
confidence in using the service through the operating process Image and service because it can
respond to needs, in addition, entrepreneurs can create new strategies to create interest through
different operating processes and can develop sustainability throughout future operations