Book Reviews: <i>Marketing 5.0: Technology for Humanity</i> by Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan

This research aims to 1) study the guidelines for hotel business management for elderly tourists in the central region of Thailand and 2) test the influence of the management components of hotel businesses on elderly tourists in the central region of Thailand. The research sample consisted of 400 hotel entrepreneurs or hotel owners in the central region. The tools used include questionnaires. It is survey-based research. The statistics used for data analysis include structural equation modeling. The results showed that the assumed model was consistent with empirical data with p-value = 0.190, CMIN/DF = 1.090, GFI = 0.956, and RMSEA = 0.015. The research findings indicate that: 1) Marketing strategy directly influences service quality, 2) Service quality directly affects hotel management, 3) Marketing strategy directly impacts hotel management, 4) Marketing strategy directly influences customer satisfaction, and 5) Customer satisfaction directly affects hotel management.

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Book Reviews: Marketing 5.0: Technology for Humanity by Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan

Cited by 3 publications

References 6 publications

Digital Marketing and Smart Technology Marketing Systems as the Future of Metaverse

Digital Marketing and Smart Technology Marketing Systems as the Future of Metaverse

AI and Blockchain in Food and Beverage: Marketing 5.0 Approach

Guidelines for Hotel Business Management for Elderly Tourists in the Central Region of Thailand

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