The Role of Online Reviewers and the Impact of Online Reviews on Marketing Promotion Tourism in Andaman Coast Provinces : Delphi Technique

Abstract

Background and Objectives: Within the framework of Thailand’s National Strategy and the Thirteenth National Economic and Social Development Plan, the country seeks to position itself as a high-quality and sustainable tourism destination in line with SDG 12. This is particularly relevant to the Andaman coastal region, where tourist behavior has shifted toward smaller groups with higher spending power in the post-COVID-19 period. While online reviews exert considerable influence on travel decision-making in the digital age, there is still a lack of in-depth research examining the role of reviewers as a key mechanism within the 4E’s marketing framework in promoting sustainable tourism development in the region. This research aimed to: 1) study the roles and impacts of online reviewers on the promotion of tourism  marketing of the Andaman coast provinces 2) study the appropriate 4E’s marketing strategies for the promotion of tourism marketing of the Andaman coastal provinces, and (3) propose guidelines for promoting the roles of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces.
Methods:This research was qualitative research using the Delphi technique by collecting opinions from experts, including domestic and international academics with knowledge and experience in tourism management and communication management, obtained by purposive sampling, with a total of 14 persons. Data were collected on the roles and impacts of online reviews, the new 4E marketing strategy consisting of creating experience, exchange, everyplace, and engagement and the guidelines for promoting the roles of online reviewers, in three rounds: Round 1, open-ended questions to ask for opinions, data analyzed by content analysis; Round 2, assessment of appropriateness with a rating scale questionnaire; Round 3, verification of experts’ opinions to confirm opinions with a rating scale questionnaire, data analyzed by median and interquartile range.
Results: The research findings found that experts reached a consensus that all issues were consistent and had opinions on the roles and impacts of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces, the new marketing concept 4E’s, and the guidelines for creating economic value in promoting the roles of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces as being appropriate at a high to highest level. Policy recommendations: The government sector should have specific projects to support the growth of reviewers who promote cultural, natural, and community-based tourism sustainably and create a reviewer certification system under the supervision of the Ministry of Tourism in order to screen and promote the dissemination of accurate information.
Application of this study: The findings can be applied across three dimensions. First, at the policy level, they may provide a framework for developing government-supported certification systems for professional reviewers to enhance the credibility and quality of tourism information. Second, at the local level, the results may support the development of local reviewers’ storytelling competencies, enabling them to communicate authentic destination narratives that strengthen community identity and create added value. Third, at the technological level, tourism businesses may integrate the 4E’s marketing framework with emerging technologies such as AI and VR to deliver immersive pre-travel experiences and enhance tourists’ decision-making processes.
Conclusions: The findings indicate that online reviewers have become a critical and influential mechanism in promoting tourism in Thailand’s Andaman coastal provinces, as consumer behavior is increasingly shaped by social media engagement. The 4E’s marketing framework enables a transition from a traditional focus on products and services toward the creation of meaningful and memorable experiences for tourists. Such an approach not only strengthens brand loyalty but also contributes to sustainable tourism development by generating economic value while preserving and promoting local cultural identity.