The Impact of Electronic Word of Mouth and Attitude toward Domestic Destination on Thai Travelers’ Intentions
Keywords:
Attitude, Electronic word of mouth, Travelers’ IntentionsAbstract
The paper aims to study the effect of electronic word of mouth and attitude toward domestic destination on Thai traveler’s intentions. The samples for this study are 310 Thai tourists who travelled domestically since the beginning COVID-19 pandemic. Data was collected via social network survey through convenience sampling. Pearson’s Correlation Coefficient test and Multiple Regression Analysis are used to test the hypotheses at 1 percent level of significance. The result reveals that there are an effect of electronic word of mouth and attitude toward domestic destination on Thai traveler’s intentions. In addition, the effect of attitude is greater than that of electronic word of mouth with the coefficient of 0.547 and 0.153 respectively. Our model can forecast Thai Travelers’ Intentions to travel at 31.3 percent.
References
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Kraus, S. J. (1995), Attitudes and the prediction of behavior: a meta-analysis of the empirical Literature, Personality and Social Psychology Bulletin, 21, 58-75.
Litvin SW, Goldsmith RE, Pan B. 2008. “Electronic word-of-mouth in hospitality and tourism management.” Tourism Management. 2008: 458 – 468.
Lin, P., Jones, E., & Westwood, S. 2009. “Perceived risk and risk relievers in online travel purchase intentions”. Journal of Hospitality Marketing & Management, 18, 782-810.
Soares, A. M., Pinho, J. C., & Nobre, H. 2012. “From Social to marketing interactions: The role of social networks”. Journal of Transnational Management, 17, 45 – 62.
Yulin Miao. 2015. “The Influence of Electronic-WOM on tourists’ Behavioral Intention to Choose A Destination: A Case of Chinese Tourist Visiting Thailand.” AU-GSB e-Journal, 8 (1) : 13-31
Zarrad H. and Debabi M. 2015. “Analyzing the Effect of Electronic Word of Mouth on Tourists’ attitude toward Destination and Travel Intention.” International Research Journal of Social Sciences (Vol.4): 53-60.
Zhu, M., & Lai, S. 2009. “A study about the WOM influence on tourism destination choice.” paper presented at the International Conference on Electronic Commerce and Business Intelligence (ECBI), 6-7 June, Beijing, China.
Abubakar Mohammed Abubakar. 2016. “Does eWom influence destination trust and travel intention: a medical tourism perspective.” Economic Research Ekonomska. 2016 (29): 598-611.
Albarq A.N., 2014. “Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study.” International Business Research, 7(1) 14-22
Ajzen, I. 2001, Attitudes, Annual Review of Psychology, 52, 27-58.
Cochran, W. G. 1997. Sampling Techniques. 3rd New York: John Wiley & Sons.
Eunha, J., & Soocheong, J. 2011. “Restaurant experiences triggering positive eWOM motivations”. International Journal of Hospitality Management, 30, 356-366.
Fakharyan, M., Jalilvand, M., Eyasi, M., & Mohammadi, M. 2012. “The influence of online word of mouth communications on tourists’ attitudes toward Islamic destinations and travel intention: Evidence from Iran”. African Journal of Business Management, 6(38), 10381-10388.
Gretzel, U., Yoo, K. H. & Purifoy, M. 2007. Online travel review study: Role & impact of online travel reviews. College Station, TX: Texas A&M University, Laboratory for Intelligent Systems in Tourism.
Jalilvand, M. R., & Samiei, N. 2012. “The Effect of Word of Mouth on Inbound Tourists Decision for Travelling to Isfahan as a Tourism Destination in an Islamic Republic”. Journal of Islamic Marketing, 3(1), 12-26.
Jalilvand, M.R., Ebrahimi A., Samiei, N. 2013. “Electronic Word of Mouth Effect on Tourist’s Attitude Toward Islamic Destinations and Travel Intention: an Empirical Study in Iran.” Procedia – Social and Behavioral Sciences 2013 (VOL 81): 484 – 489.
Kraus, S. J. (1995), Attitudes and the prediction of behavior: a meta-analysis of the empirical Literature, Personality and Social Psychology Bulletin, 21, 58-75.
Litvin SW, Goldsmith RE, Pan B. 2008. “Electronic word-of-mouth in hospitality and tourism management.” Tourism Management. 2008: 458 – 468.
Lin, P., Jones, E., & Westwood, S. 2009. “Perceived risk and risk relievers in online travel purchase intentions”. Journal of Hospitality Marketing & Management, 18, 782-810.
Soares, A. M., Pinho, J. C., & Nobre, H. 2012. “From Social to marketing interactions: The role of social networks”. Journal of Transnational Management, 17, 45 – 62.
Yulin Miao. 2015. “The Influence of Electronic-WOM on tourists’ Behavioral Intention to Choose A Destination: A Case of Chinese Tourist Visiting Thailand.” AU-GSB e-Journal, 8 (1) : 13-31
Zarrad H. and Debabi M. 2015. “Analyzing the Effect of Electronic Word of Mouth on Tourists’ attitude toward Destination and Travel Intention.” International Research Journal of Social Sciences (Vol.4): 53-60.
Zhu, M., & Lai, S. 2009. “A study about the WOM influence on tourism destination choice.” paper presented at the International Conference on Electronic Commerce and Business Intelligence (ECBI), 6-7 June, Beijing, China.
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Published
2021-06-21
How to Cite
Vannavanit, Y. . (2021). The Impact of Electronic Word of Mouth and Attitude toward Domestic Destination on Thai Travelers’ Intentions. SAU Journal of Social Sciences & Humanities, 5(1), 1–10. retrieved from https://so05.tci-thaijo.org/index.php/saujournalssh/article/view/249049
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