To Investigate the Impact of Social Media Marketing on Guest Booking Decisions and the Impact on Guest Satisfaction and Its Relationship on Competitive Advantage in Hospitality Industry in Phnom Penh (Cambodia)

This study investigates the impact of social media marketing on guest booking decisions within Phnom Penh, Cambodia’s lodging sector (Ou et al., 2024). With the rapid expansion of digital platforms such as Facebook, Instagram, and TikTok, social media has become a powerful tool for hotels and guesthouses to engage with potential customers, shape brand perception, and drive booking behaviours (Ly & Ly, 2020; Seeley et al., 2024). Despite the growing reliance on these platforms in Southeast Asia, limited academic research has specifically explored how Cambodian travellers and international visitors perceive and respond to hotel marketing strategies in the local context (Pontes & Ramos, 2023; Joseph et al., 2024). The research adopts a quantitative approach using structured surveys (Likert Scale) distributed to a sample of 535 travellers who have interacted with lodging-related content on social media (Memon et al., 2020). The study examines key dimensions of social media marketing (Baycur, 2024), including visual content, influencer marketing, promotion, and user generated content to evaluate their relative impact on booking intentions and the impact on guest satisfaction and its relationship competitive advantage. Data will be analysed using descriptive statistics and regression analysis to determine the significance of these factors in influencing decision-making (Kotronoulas, 2023). Findings from this study are expected to provide valuable insights into the role of social media as a decision-shaping mechanism in Cambodia’s hospitality industry (Hussain et al., 2024). Academically, the results will contribute to the growing body of literature on digital marketing and consumer behaviour in developing market economy (International Trade Administration, 2024). Practically, the study will offer actionable implications for hotel managers and marketers by identifying the most effective social media strategies to enhance online presence, strengthen customer engagement, and improve booking performance in an increasingly competitive market (Arshad Nawaz Malik, 2023). From a policy-making perspective, the findings can assist tourism authorities and industry associations in formulating guidelines and support Cambodia tourism plan for 2023-2035 or digital marketing support programs that encourage sustainable and competitive growth within Cambodia’s hotel sector (Chamrong & Khmer Times, 2023, Khut, 2024; Cambodia Investment Review, 2025).