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) investigate the effects of these factors on enhancing WOM. The sample consisted of 150 tourists visiting five popular cultural attractions in Muang Lampang District, Lampang Province, selected using quota sampling (30 tourists per site). The independent variables were digital media service marketing factors, while the dependent variable was tourists' WOM. Data were collected using questionnaires and analyzed through descriptive statistics, correlation analysis, and linear regression at significance levels of 0.01 and 0.05.

The results showed a positive relationship between digital media service marketing factors and WOM. The correlation coefficients ranged from 0.175 to 0.609, indicating low to moderate positive relationships. The independent variables could explain 32% of the variance in WOM. Regression analysis indicated that four marketing components—physical evidence, product, distribution channels, and promotion—had significant effects on WOM at the 0.05 level. The regression equation based on raw scores is:

Word of Mouth = 0.581 + 0.316(Physical Evidence) + 0.213(Product) + 0.106(Distribution) + 0.043(Promotion)

These findings suggest that improving digital media marketing—particularly in physical presentation, product quality, distribution channels, and promotional strategies—can effectively enhance tourists’ word of mouth, which is essential for sustaining cultural tourism in the region.