DIGITAL MARKETING STRATEGIES AND CULTURAL TOURIST LOYALTY IN SAMUT SONGKHRAM PROVINCE

Abstract

This study investigates the role of digital marketing strategies in fostering cultural tourist loyalty in Samut Songkhram Province, utilizing the 4E conceptual framework: Experience (the creation of memorable experiences), Exchange (perceived value in the exchange), Everywhere (ubiquitous access to information), and Evangelism (developing relationships that lead to positive word-of-mouth). Employing a quantitative research design, data were collected through structured questionnaires administered to 400 cultural tourists selected via convenience sampling. The data were analyzed using descriptive statistics and multiple regression analysis. Findings reveal that all four dimensions of digital marketing strategies significantly influence tourist loyalty, with “Everywhere” (information accessibility) and “Exchange” (value perception) demonstrating particularly strong positive effects. These insights underscore the strategic importance of digital marketing in enhancing cultural tourism in Samut Songkhram. The results offer practical implications for tourism authorities in shaping targeted digital strategies that align with contemporary tourist behaviors in the digital era. Moreover, the study supports the advancement of sustainable tourism economically, culturally, and in terms of holistic destination management.