Consumer Perception Towards Online Hospitality Business Models in the New Normal

The objectives of this research were to 1) study the perception of service business through online media, 2) analyze the components of the perception of service business through online media, and 3) design the factors of the perception of service business through online media supporting the new normal living. The sample group was 400 tourists who were customers of the accommodation business service in 3 provinces of Thailand. The questionnaires were applied, and the statistics were frequency, percentage, mean, standard deviation, and exploratory factor analysis. The results revealed that most of the respondents were female, 61.50%, aged 25-31 years, 79.50%, had a single status, 64.00%, graduated with a bachelor’s degree, 83.80%, were company employees, 46.30%, and had a monthly income between 25,001-30,000 THB. for 57.30. For the perception of service business through online media supporting the new normal living, the mean of the perception was at a high level. The results of the survey component analysis yielded a KMO of 0.964, explaining the variance of the questions at 65.696%. The results in determining the perception form of the service business through online media revealed four new components; the 1st component was Line communication, the 2nd component was unique content creation through YouTube, the 3rd component was social group creation through Instagram, and the 4th component was awareness through Facebook which was used to create a competitive advantage in the marketing of service business perception