The Influence of Electronic Word-of-Mouth Communication, Attitude, Subjective Norm and Perceived Behavioral Control of Thai Tourists on Intention to Travel to Koh Samui, Surat Thani Province

Abstract

Tourism industry is a significant contributor to Thai economy. Understanding the role of word-of-mouth communication and behaviour of tourists is essential to accurately motivate tourism.  The research aims to study the influence of electronic word-of-mouth communication, attitude toward the behaviour, subjective norm and perceived behavioural control of Thai tourists on intention to travel to Koh Samui, Surat Thani Province. In this quantitative research, probability sampling technique with cluster sampling was used for over all regions and questionaries was done through a sample of 478 Thai tourists who had visited Koh Samui. The data was analysed by descriptive statistics and the hypothesis testing was conducted by Multiple Regression Analysis.

According to the hypothesis testing results, the findings indicated that perceived behavioural control, ß=.309, had mostly statistical significance on Thai tourists’ intention to travel to Koh Samui, Surat Thani Province while electronic word-of-mouth communication, ß=.148, and attitude toward the behaviour, ß=.118, afterwards influenced. Subjective norm, (ß=.040), on the other hand, did not influence on intention to travel to Koh Samui. The coefficient of determination, R², is .228.  The study explains that the tourists influencers’ recommendation and opinion are unable to convince the tourists to travel. Most tourists get Koh Samui information through many kinds of electronic word-of-mouth. The findings will also be beneficial for all businesses related with Koh Samui to plan and develop a new way of marketing communication and also to makeover there for attracting more Thai travellers to Koh Samui, Surat Thani Province.