The Effect of e-WOM on Foreign Students’ Travel Intention Related to Visiting Tourism Destinations along Thailand’s Andaman Coast in the Wake of the COVID-19 Pandemic: Mediating Roles of Destination Image
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Published
Jan 17, 2022
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Abstract
Domestic tourism will play an important role in driving the economy of the country in the wake of the COVID-19 pandemic. This study aims to investigate the effect of e-WOM on travel intention and the mediating role of the destination’s image to determine if the COVID-19 pandemic has caused any changes to this well-established paradigm. Data was collected from two-hundred and eighty foreign students in Thailand using an online questionnaire. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses related to the confirmatory factors. The foreign students saw Phuket Province as the most popular destination that they intended to visit and Google was the most online platform they used to obtain information about their intended destinations. Results from the SEM revealed positive relationships between e-WOM and travel intention, as well as the positive effect of destination image on travel intention. In addition, not only was the travel intention of the foreign students had influenced by e-WOM, it was also indirectly affected by the tourism destination’s image. In terms of implications, our findings would suggest that the COVID-19 pandemic has strengthened the power of e-WOM and Destination image affect travel intention and that online tourism public relations and destination image development should be enhance to increase domestic tourism along Thailand’s Andaman Coast, especially with regard to the target group of foreign students studying in Thailand.
Keywords: e-WOM, Destination Image, Travel Intention, Foreign Students, Thailand’s Andaman Coast
References
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Abubakar, A. M., Shneikat, B. H. T., & Oday, A. (2014). Motivational Factors for Educational Tourism: A Case Study in Northern Cyprus. Tourism Management Perspectives, 11, 58-62. https://doi.org/10.1016/j.tmp.2014.04.002
Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The Cognitive-Affective-Conative Model of Destination Image: A Confirmatory Analysis. Journal of Travel & Tourism Marketing, 30(5), 471-481. https://doi.org/10.1080/10548408.2013.803393
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Albarq, A. N. (2014). Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study. International Business Research, 7(1), 14-22. http://doi.org/10.5539/ibr.v7n1p14
Authority Scholarships. (2020, July 23). 10 Best Universities in Thailand for International Students (2021). Retrieved from https://authorityscholarships.com/best-universities-thailand-internationals/
Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Do Online Hotel Rating Schemes Influence Booking Behaviors? International Journal of Hospitality Management, 49, 28-36. https://doi.org/10.1016/j.ijhm.2015.05.005
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The Impact of Country Image and Destination Image on US Tourists’ Travel Intention. Journal of Destination Marketing & Management, 12, 1-11. https://doi.org/10.1016/j.jdmm.2019.01.005
Chen, C.-F., & Phou, S. (2013). A Closer Look at Destination: Image, Personality, Relationship and Loyalty. Tourism Management, 36, 269-278. https://doi.org/10.1016/j.tourman.2012.11.015
Chen, H.-B., Yeh, S.-S., & Huan, T.-C. (2014). Nostalgic Emotion, Experiential Value, Brand Image, and Consumption Intentions of Customers of Nostalgic-Themed Restaurants. Journal of Business Research, 67(3), 354-360. https://doi.org/10.1016/j.jbusres.2013.01.003
CNN Travel. (2021). Traveling to Thailand during COVID-19: What you need to know before you go. Retrieved from https://edition.cnn.com/travel/article/thailand-travel-COVID-19/index.html
Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16. https://doi.org/10.1177/004728759103000202
Gosal, J., Andajani, E., & Rahayu, S. (2020). The Effect of e-WOM on Travel Intention, Travel Decision, City Image, and Attitude to Visit a Tourism City. In 17th International Symposium on Management (INSYMA 2020) (pp. 261-265). Paris, France: Atlantis Press. http://doi.org/10.2991/aebmr.k.200127.053
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Harlow: Pearson Education.
Hamdani, N. A., & Maulani, G. A. F. (2018). The Influence of E-WOM on Purchase Intentions in Local Culinary Business Sector. International Journal of Engineering & Technology, 7(2.29), 246-250. http://doi.org/10.14419/ijet.v7i2.29.13325
Hawapi, M. W., Sulaiman, Z., Kohar, U. H. A., & Talib, N. A. (2017). Effects of Perceived Risks, Reputation and Electronic Word of Mouth (e-WOM) on Collaborative Consumption of Uber Car Sharing Service. In IOP Conference Series: Materials Science and Engineering, Volume 215, 5th International Conference on Manufacturing, Optimization, Industrial and Material Engineering, Bali, Indonesia, 1–2 April 2016. Bristol, United Kingdom: IOP Publishing. http://doi.org/10.1088/1757-899X/215/1/012019
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. http://doi.org/10.1002/dir.10073
Hernández-Mogollón, J. M., Duarte, P. A., & Folgado-Fernández, J. A. (2018). The Contribution of Cultural Events to the Formation of the Cognitive and Affective Images of a Tourist Destination. Journal of Destination Marketing & Management, 8, 170-178. https://doi.org/10.1016/j.jdmm.2017.03.004
Hung, K. H., & Li, S. Y. (2007). The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes. Journal of Advertising Research, 47(4), 485-495. https://doi.org/10.2501/S002184990707050X
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude toward Destination and Travel Intention: An Integrated Approach. Journal of Destination Marketing & Management, 1(1-2), 134-143. https://doi.org/10.1016/j.jdmm.2012.10.001
Kesumayuda, P., Mahrinasari, M., & Rouly, D. (2020). The Impact of e-Wom on Trust and Interest Visiting the Destination of Pahawang Island Tourism, Pesawaran District. SSRG International Journal of Economics and Management Studies, 7(10), 50-54. http://doi.org/10.14445/23939125/IJEMS-V7I10P109
Kim, J.-H. (2018). The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction. Journal of Travel Research, 57(7), 856-870. https://doi.org/10.1177/0047287517721369
Kim, S.-K., Park, J.-A., & Kim, W. (2016). The Mediating Effect of Destination Image on the Relationship between Spectator Satisfaction and Behavioral Intentions at an International Sporting Event. Asia Pacific Journal of Tourism Research, 21(3), 273-292. https://doi.org/10.1080/10941665.2015.1048262
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). New York: The Guilford Press.
Krishnapillai, G., & Ying, K. S. (2017). The Influence of Electronic-Word-of-Mouth on Travel Intention among Foreign Students in Malaysia: Does Gender Really Matter? International Review of Management and Marketing, 7(1), 475-483. Retrieved from https://econjournals.com/index.php/irmm/article/view/3582
Liu, Y.-C., Li, I.-J., Yen, S.-Y., & Sher, P. J. (2018). What Makes Muslim Friendly Tourism? An Empirical Study on Destination Image, Tourist Attitude and Travel Intention. Advances in Management and Applied Economics, 8(5), 27-43. Retrieved from https://ideas.repec.org/a/spt/admaec/v8y2018i5f8_5_3.html
Meule, A. (2019). Contemporary Understanding of Mediation Testing. Meta-Psychology, 3, 1-7. http://doi.org/10.15626/MP.2018.870
Park, S. H., Hsieh, C.-M., & Lee, C.-K. (2017). Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131. https://doi.org/10.1080/10548408.2016.1141154
Prayag, G. (2009). Tourists’ Evaluations of Destination Image, Satisfaction, and Future Behavioral Intentions—The Case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853. https://doi.org/10.1080/10548400903358729
Promsivapallop, P., & Kannaovakun, P. (2017). A Comparative Assessment of Destination Image, Travel Risk Perceptions and Travel Intention by Young Travellers Across Three ASEAN Countries: A Study of German Students. Asia Pacific Journal of Tourism Research, 22(6), 634-650. https://doi.org/10.1080/10941665.2017.1308391
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the ELM Model. IEEE Access, 7, 68868-68877. http://doi.org/10.1109/ACCESS.2019.2919030
Rizky, R. M., Kusdi, R., & Yusri, A. (2017). The Impact of e-WOM on Destination Image, Attitude toward Destination and Travel Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 94-104. Retrieved from https://ideas.repec.org/a/scn/031261/16967537.html
Statcounter GlobalStats. (n.d.). Social Media Stats Thailand. Retrieved from https://gs.statcounter.com/social-media-stats/all/thailand?fbclid=IwAR3RFaL7QOTfaIoTMHyKRHvtoEyr5TYoEC4ypWBFpKw7qH6wzEZ9JAqb1bc
Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an Integrated Destination Image Model across Residents and Tourists. Tourism Management, 58, 184-195. https://doi.org/10.1016/j.tourman.2016.10.014
TAT Intelligence Center. (2019, March 7). Estimating International Tourist Situations. Retrieved from https://intelligencecenter.tat.or.th/articles/15949
Wong, I. A., Xu, Y. H., Tan, X. S., & Wen, H. (2019). The Boundary Condition of Travel Satisfaction and the Mediating Role of Destination Image: The Case of Event Tourism. Journal of Vacation Marketing, 25(2), 207-224. https://doi.org/10.1177/1356766718763691
Wu, C.-W. (2015). Foreign Tourists’ Intentions in Visiting Leisure Farms. Journal of Business Research, 68(4), 757-762. https://doi.org/10.1016/j.jbusres.2014.11.024
Wu, G., & Liang, L. (2021). Examining the Effect of Potential Tourists’ Wine Product Involvement on Wine Tourism Destination Image and Travel Intention. Current Issues in Tourism, 24, 1-16. https://doi.org/10.1080/13683500.2020.1828310
Abubakar, A. M., Shneikat, B. H. T., & Oday, A. (2014). Motivational Factors for Educational Tourism: A Case Study in Northern Cyprus. Tourism Management Perspectives, 11, 58-62. https://doi.org/10.1016/j.tmp.2014.04.002
Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The Cognitive-Affective-Conative Model of Destination Image: A Confirmatory Analysis. Journal of Travel & Tourism Marketing, 30(5), 471-481. https://doi.org/10.1080/10548408.2013.803393
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Albarq, A. N. (2014). Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study. International Business Research, 7(1), 14-22. http://doi.org/10.5539/ibr.v7n1p14
Authority Scholarships. (2020, July 23). 10 Best Universities in Thailand for International Students (2021). Retrieved from https://authorityscholarships.com/best-universities-thailand-internationals/
Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Do Online Hotel Rating Schemes Influence Booking Behaviors? International Journal of Hospitality Management, 49, 28-36. https://doi.org/10.1016/j.ijhm.2015.05.005
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The Impact of Country Image and Destination Image on US Tourists’ Travel Intention. Journal of Destination Marketing & Management, 12, 1-11. https://doi.org/10.1016/j.jdmm.2019.01.005
Chen, C.-F., & Phou, S. (2013). A Closer Look at Destination: Image, Personality, Relationship and Loyalty. Tourism Management, 36, 269-278. https://doi.org/10.1016/j.tourman.2012.11.015
Chen, H.-B., Yeh, S.-S., & Huan, T.-C. (2014). Nostalgic Emotion, Experiential Value, Brand Image, and Consumption Intentions of Customers of Nostalgic-Themed Restaurants. Journal of Business Research, 67(3), 354-360. https://doi.org/10.1016/j.jbusres.2013.01.003
CNN Travel. (2021). Traveling to Thailand during COVID-19: What you need to know before you go. Retrieved from https://edition.cnn.com/travel/article/thailand-travel-COVID-19/index.html
Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10-16. https://doi.org/10.1177/004728759103000202
Gosal, J., Andajani, E., & Rahayu, S. (2020). The Effect of e-WOM on Travel Intention, Travel Decision, City Image, and Attitude to Visit a Tourism City. In 17th International Symposium on Management (INSYMA 2020) (pp. 261-265). Paris, France: Atlantis Press. http://doi.org/10.2991/aebmr.k.200127.053
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Harlow: Pearson Education.
Hamdani, N. A., & Maulani, G. A. F. (2018). The Influence of E-WOM on Purchase Intentions in Local Culinary Business Sector. International Journal of Engineering & Technology, 7(2.29), 246-250. http://doi.org/10.14419/ijet.v7i2.29.13325
Hawapi, M. W., Sulaiman, Z., Kohar, U. H. A., & Talib, N. A. (2017). Effects of Perceived Risks, Reputation and Electronic Word of Mouth (e-WOM) on Collaborative Consumption of Uber Car Sharing Service. In IOP Conference Series: Materials Science and Engineering, Volume 215, 5th International Conference on Manufacturing, Optimization, Industrial and Material Engineering, Bali, Indonesia, 1–2 April 2016. Bristol, United Kingdom: IOP Publishing. http://doi.org/10.1088/1757-899X/215/1/012019
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. http://doi.org/10.1002/dir.10073
Hernández-Mogollón, J. M., Duarte, P. A., & Folgado-Fernández, J. A. (2018). The Contribution of Cultural Events to the Formation of the Cognitive and Affective Images of a Tourist Destination. Journal of Destination Marketing & Management, 8, 170-178. https://doi.org/10.1016/j.jdmm.2017.03.004
Hung, K. H., & Li, S. Y. (2007). The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes. Journal of Advertising Research, 47(4), 485-495. https://doi.org/10.2501/S002184990707050X
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the Structural Relationships of Electronic Word of Mouth, Destination Image, Tourist Attitude toward Destination and Travel Intention: An Integrated Approach. Journal of Destination Marketing & Management, 1(1-2), 134-143. https://doi.org/10.1016/j.jdmm.2012.10.001
Kesumayuda, P., Mahrinasari, M., & Rouly, D. (2020). The Impact of e-Wom on Trust and Interest Visiting the Destination of Pahawang Island Tourism, Pesawaran District. SSRG International Journal of Economics and Management Studies, 7(10), 50-54. http://doi.org/10.14445/23939125/IJEMS-V7I10P109
Kim, J.-H. (2018). The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction. Journal of Travel Research, 57(7), 856-870. https://doi.org/10.1177/0047287517721369
Kim, S.-K., Park, J.-A., & Kim, W. (2016). The Mediating Effect of Destination Image on the Relationship between Spectator Satisfaction and Behavioral Intentions at an International Sporting Event. Asia Pacific Journal of Tourism Research, 21(3), 273-292. https://doi.org/10.1080/10941665.2015.1048262
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). New York: The Guilford Press.
Krishnapillai, G., & Ying, K. S. (2017). The Influence of Electronic-Word-of-Mouth on Travel Intention among Foreign Students in Malaysia: Does Gender Really Matter? International Review of Management and Marketing, 7(1), 475-483. Retrieved from https://econjournals.com/index.php/irmm/article/view/3582
Liu, Y.-C., Li, I.-J., Yen, S.-Y., & Sher, P. J. (2018). What Makes Muslim Friendly Tourism? An Empirical Study on Destination Image, Tourist Attitude and Travel Intention. Advances in Management and Applied Economics, 8(5), 27-43. Retrieved from https://ideas.repec.org/a/spt/admaec/v8y2018i5f8_5_3.html
Meule, A. (2019). Contemporary Understanding of Mediation Testing. Meta-Psychology, 3, 1-7. http://doi.org/10.15626/MP.2018.870
Park, S. H., Hsieh, C.-M., & Lee, C.-K. (2017). Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131. https://doi.org/10.1080/10548408.2016.1141154
Prayag, G. (2009). Tourists’ Evaluations of Destination Image, Satisfaction, and Future Behavioral Intentions—The Case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853. https://doi.org/10.1080/10548400903358729
Promsivapallop, P., & Kannaovakun, P. (2017). A Comparative Assessment of Destination Image, Travel Risk Perceptions and Travel Intention by Young Travellers Across Three ASEAN Countries: A Study of German Students. Asia Pacific Journal of Tourism Research, 22(6), 634-650. https://doi.org/10.1080/10941665.2017.1308391
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the ELM Model. IEEE Access, 7, 68868-68877. http://doi.org/10.1109/ACCESS.2019.2919030
Rizky, R. M., Kusdi, R., & Yusri, A. (2017). The Impact of e-WOM on Destination Image, Attitude toward Destination and Travel Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 94-104. Retrieved from https://ideas.repec.org/a/scn/031261/16967537.html
Statcounter GlobalStats. (n.d.). Social Media Stats Thailand. Retrieved from https://gs.statcounter.com/social-media-stats/all/thailand?fbclid=IwAR3RFaL7QOTfaIoTMHyKRHvtoEyr5TYoEC4ypWBFpKw7qH6wzEZ9JAqb1bc
Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an Integrated Destination Image Model across Residents and Tourists. Tourism Management, 58, 184-195. https://doi.org/10.1016/j.tourman.2016.10.014
TAT Intelligence Center. (2019, March 7). Estimating International Tourist Situations. Retrieved from https://intelligencecenter.tat.or.th/articles/15949
Wong, I. A., Xu, Y. H., Tan, X. S., & Wen, H. (2019). The Boundary Condition of Travel Satisfaction and the Mediating Role of Destination Image: The Case of Event Tourism. Journal of Vacation Marketing, 25(2), 207-224. https://doi.org/10.1177/1356766718763691
Wu, C.-W. (2015). Foreign Tourists’ Intentions in Visiting Leisure Farms. Journal of Business Research, 68(4), 757-762. https://doi.org/10.1016/j.jbusres.2014.11.024
Wu, G., & Liang, L. (2021). Examining the Effect of Potential Tourists’ Wine Product Involvement on Wine Tourism Destination Image and Travel Intention. Current Issues in Tourism, 24, 1-16. https://doi.org/10.1080/13683500.2020.1828310
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How to Cite
THAOTHAMPITAK, Wipada; WONGSUWATT, Sippavit.
The Effect of e-WOM on Foreign Students’ Travel Intention Related to Visiting Tourism Destinations along Thailand’s Andaman Coast in the Wake of the COVID-19 Pandemic: Mediating Roles of Destination Image.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 15, n. 1, p. 62-75, jan. 2022.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-15-No-1-2022-62-75>. Date accessed: 29 apr. 2024.
doi: https://doi.org/10.14456/jcdr-hs.2022.6.