CUSTOMER JOURNEY ANALYSIS TO SELECTING ACCOMMODATION DURING THE NEW NORMAL SITUATION OF THAI TOURISTS
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Abstract
Today’s customer journey of Thai tourists is immensely affected by technological changes. As a result, brand touch point also changes congruently that result in Thai tourists, there is a point of contact with service, safety and goods, changing the choice of accommodation under the new normal situation. A customer journey of Thai tourists begins with pre-purchasing, during-purchasing, and post-purchasing of product or service which comprises six steps including awareness, evaluation, purchase, usage, purchase, and advocacy. A key instrument used to identify a customer journey is known as the customer journey map to selecting accommodation during the New Normal Situation of Thai Tourists which the accommodation business to create an in-depth analysis of customer’s opinion, demand, and behavior. The result of an analysis is constructed as a map of customer journey to explain the relationship between customers and the brand touch point of contact with service, safety and goods, changing the choice of accommodation under the new normal situation. The derived insights can be used to plan a better marketing strategy to satisfy the target customers and effectively manage their experiences.
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