Decoding hotel brand loyalty in the digital era: A multidimensional analysis of online feedback, service quality, and customer engagement in western Thailand

Abstract

The study aims to elucidate the impact of online guest feedback on hotel selection in Western Thailand. Its objective is to increase understanding of how internet users’ reviews influence satisfaction, engagement, and loyalty in the luxury hotel sector. Based on a comprehensive literature review, the research examines key factors affecting online guest reviews: guest feedback, hotel management response, and customer decision-making processes. These factors, in turn, impact levels of service quality, customer satisfaction, and engagement in the hotel and tourism industry in Western Thailand. The practical problem arises when there is a decline in customer engagement and loyalty. Hotel management particularly faces challenges in addressing negative comments in the online market. The quantitative method tested the validity of measurements and the correlation of constructs through GSCAM and NCA tools. Four hundred and three respondents participated in the survey, primarily associated with the hotel and tourism profession. The results demonstrate that the customer’s decision-making process and guest online feedback have the most significant impact on overall service quality, which in turn influences customer satisfaction and engagement behaviors. The study’s implications are to foster luxury hotel management and sustainable tourism by effectively managing online reviews in developing regions. Limitations and suggestions for future research are also discussed to contribute to an overall understanding of existing and future hospitality studies.