The Effects of Digital Media Service Marketing Factors on Enhancing Word of Mouth of the Tourists Using Cultural Tourism Services in the Area of Muang Lampang District, Lampang Province.

Abstract

This study aimed to: a) examine the relationship between digital media service marketing factors and word of mouth (WOM) among tourists using cultural tourism services, and b) analyze the effects of those marketing factors on enhancing WOM. The sample consisted of 150 tourists visiting five well-known cultural attractions in Mueang Lampang District, Lampang Province. The independent variable was digital media service marketing factors, while the dependent variable was tourists' WOM behavior. A quota sampling method was used, with 30 respondents from each attraction. Data were collected using questionnaires and analyzed using frequency, percentage, mean, standard deviation, correlation, and linear regression at significance levels of 0.01 and 0.05.

The results revealed a positive relationship between digital media service marketing factors and tourists’ WOM. Correlation coefficients ranged from 0.175 to 0.609, indicating low to moderate positive relationships. The independent variables explained 32% of the variance in WOM. Regression analysis showed that physical evidence, product, marketing channels, and promotion via digital media significantly influenced tourists' WOM at the 0.05 level. These findings highlight the importance of effective digital marketing strategies in enhancing tourists' willingness to share their experiences through word of mouth within the cultural tourism sector.