The effect of online travel review on tourists'attitude toward destination and travel intention among Thai fully independent travellers (FITs).

Abstract

ABSTRACT The advance in technology increases the internet usage among Thai population especially for information search purpose. In tourism aspect, many travellers use online travel review as information sources in making travel decision. Therefore, this study aims to firstly examine online travel review as electronic word of mouth (eWOM) relationships between tourist attitudes towards destination and travel intentions. Secondly, to define the influence of eWOM on FITs’ future intention. This research validated conceptual model by using quantitative method approach in form of online survey to collect data. The 337 samples of Thai fully independent travellers (FITs) were drawn to represent the population in this research. Result revealed that eWOM has a credible influence to generate positive impact on tourists’ attitude toward destinations and travel intention. Mediation analysis was conducted to test hypotheses as well as showed the relationships between research variables. Destination marketing organization (DMO) can consider the important of eWOM that can influence potential tourists to visit the destination and introduce attractive destination’s marketing communication using online travel review as information source