TYPES AND STYLES OF PRESENTING CONTENT FOR COMMUNICATING DIGITAL MARKETING FOR 5 STAR HOTELS

Abstract

The study aimed to study InterContinental Bangkok’s Facebook fan page online community, to examine study the overview of InterContinental Bangkok's online communication, and to discover the marketing communication model in Facebook fan page. In-depth interviews were conducted with key informants who were dealing with online digital marketing strategies in order to create content for target consumers.  Also, two-month content, i.e. from July 1, 2017 to August 31, 2017 was analyzed.

The study indicated that https://www.facebook.com/InterContinental Bangkok/ served as a two-way communication between InterContinental Bangkok and the public who were interested in receiving information and engaging by clicking Like. InterContinental Bangkok could be divided into two main types of communication. Its content was controlled and determined by all internal staff. Under the brand standard from IHG where its parent company was in the United States, was presented in the forms of pictures and videos. Useful information including about hotels, restaurants, conferences, seminars should be given. Hotel Facilities Include news from IHG as well as promotions should also be taken into consideration.

The main focuses were composed of 4 categories: 1) Lifestyle 2) Product Features (Product Featured) 3) Social Flow and 4) Video (Lifestyle / Events VDO Upload), Video Presentations with Lifestyle, Restaurants,   Cooking and Beverages including World Travel

Online Media Administrator of https://www.facebook.com/InterContinental Bangkok/ had provided useful stories and contents to its members in order to keep track of enthusiasts and maintain and engage with its members. However, it should be possible to modify the presentation of the content format to be more animated or video, if InterContinental Bangkok would like to create a new fan page in the future.