The influne of online travel community over tourists'attitude toward domestic destination and travel intention among Thai travelers .

Abstract

The purpose of this paper is to study the influence of online travel community over tourists’ attitude toward domestic destination and travel intention among Thai travelers. A ten-minute online questionnaire which examined the key influencing factors such as electronic word of mouth (eWOM), source credibility, information usefulness and attitude toward domestic destination in order to measure what are the key factors that affect Thai travelers’ intention to go domestic travel was distributed to Thais internet users through convenience-sampling approach. This research uses quantitative approach with total of 510 respondents. Results reveal that the key factors of Thai travelers at the age above 18years old influence significantly positive relationship to travelers’ travel intention are source credibility and attitude toward domestic destination. The results of this research would help destination marketing organization and people in tourism industry to understand Thai travelers better and set strategy to serve Thai travelers.