DIGITAL MARKETING AND REVISIT INTENTION TOWARD HUA TAKHE OLD MARKET COMMUNITY

Abstract

This study investigates the impact of digital marketing strategies on tourists’ revisit intentions to the Hua Takhe Old Market community. A total of 385 previous visitors were surveyed using systematic sampling. Data were collected through a structured questionnaire and analyzed using descriptive statistics (frequency, percentage, mean, standard deviation) and multiple regression analysis. Findings revealed that mobile marketing exerted the strongest influence on revisit intentions, followed by social media marketing and general online marketing. Email marketing, however, showed no significant effect. The results provide insights for community-based tourism operators to prioritize effective digital marketing strategies to enhance tourist retention.