The eWOM Effect Towards Travel Destination Decision-Making Process
Keywords:
Electronic Word of Mouth, eWOM, Tourism, Theory of Planned BehaviourAbstract
This research aimed to investigate the influence of electronic word-of-mouth (eWOM) on chosen travel destinations through theory of planned behavior (TPB) as well as explore the relationship between destination preference and intention to travel. The research was carried out using non-probability, quota, convenience sampling method, and snowball technique. Data collected was analyzed by simple linear regression (SLR), multiple linear regression (MLR), analysis of covariance structures and analysis of variance (ANOVA) to investigate the relationship, impact, and differences. The total of 414 respondents were Bangkok residents who had experience travelling outside Thailand. Results found that eWOM, attitude towards the selected international destination, subjective norms, and perceived behavioural control had significant impacts towards intention to travel; and each selected destination had a different effect on intention to travel.
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