The impact of online reviews on trust and hotel booking intentions among Chinese visitors in Thailand

บทคัดย่อ

The growth of social media platforms and Online Travel Agencies (OTAs) has
made it easier for Chinese visitors to access and contribute to online reviews.
Applying the Stimulus-Organism-Response (S-O-R) model, this study aims to
understand how online reviews impact trust and hotel booking intentions among
Chinese tourists in Phuket, Thailand. It investigates to what extent online
reviews, including review quality and positive and negative reviews, impact the
trust and hotel booking intentions of 400 Chinese tourists who booked hotels
online. The Structure Equation Modeling (SEM) findings showed that positive
and negative reviews strongly affect trust among Chinese tourists, while
reviewing quality, negative reviews, and trust directly affect hotel booking
intentions. This study provides valuable insights for hotels to understand
Chinese tourists’ online booking behavior and intentions. It also highlights
the influence of online reviews on Chinese tourists’ booking intentions, which
aided in managing tourists’ overall services and experience in drawing Chinese
tourists for hotel booking and tourism recovery.