The influence of consumer-generated electronic word-of-mouth on travelers’ intention for online hotel booking: A study at Phuket in Thailand

Abstract

The purpose of this study was to determine the influence of seven attributes of consumer-generated electronic word-of-mouth on Thai and foreign leisure travelers’ intention for online hotel booking. The sample data were collected from Amanpuri Resort, located in Phuket, Thailand. The sampling method that was employed in this study was non-probability sampling, and the sample size (N = 110) was calculated by using Green’s formula for unknown population. A self-administered questionnaire, consisting of 4 sections, was manually distributed to participants prior to their departure from the hotel. Seven attributes of consumer-generated electronic word-of-mouth and intention for online hotel booking were measured using a 5-point interval scale. Descriptive statistical analysis such as frequency distribution, means, and standard deviation, were used to describe respondents’ demographic characteristics. Multiple linear regression analysis was used to test the relationship between seven attributes of consumer-generated electronic word-of-mouth and intention for online hotel booking. There is high degree of positive correlation (R = 0.88) between ‘intention for online hotel booking’ and hotel reviews by ‘electronic word of mouth’. The predictor variables have an explanatory power of 77.4 (R2) percent on the predicted variable ‘Intention for online hotel booking’. The F-value (7, 102) 101.67 is significant at less than 1 percent level and hence the model is proved as significant for the data collected for the study. Thus, the hypotheses testing revealed that the seven attributes of consumer-generated electronic word-of-mouth have an influence on Thai and foreign leisure travelers’ intention for online hotel booking