อิทธิพลของการสื่อสารแบบปากต่อปากผ่านทางอิเล็กทรอนิกส์ในเชิงบวกและเชิงลบที่มีต่อการตัดสินใจใช้บริการโรงแรมระดับ 2-3 ดาว ของนักท่องเที่ยวชาวไทย

Abstract

The purposes of this research were to compare booking decision for 2-3 stars hotels classified by tourist behavior align with hotel information exposure via online media and to study influences of positive and negative electronic-word of mouth (e-WOM) toward 2-3 stars online hotel booking decision. A sample was selected from 400 Thai tourists who have experience in using social media in searching for hotel accommodation information and made decision to make a reservation for 2-3 star hotels after reading reviews on social media. The self-administered questionnaire used to collect data. Statistics used in data analysis were frequency, percentage, arithmetic mean, standard deviation, one-way ANOVA, and multiple regression analysis From the research findings, differences in tourist's hotel information exposure via online media in the part of reasons for choosing a hotel from reviews show statistically significant difference in online hotel booking decision. However, it is no statistically significant effect on social media category, experience in social media use, post-information exposure decision for hotel reservation, and frequency of reading the hotel review through social media. E-WOM trustworthy perception and positive e-WOM shows significantly positive impact on Thai tourist hotel booking decision for 2-3 stars hotel.