The Causal Model of Word of Mouth and Social Media Affecting Decision to get to the Nightlife Entertainment in Taling Chan District
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Abstract
Regarding tourism enterprise with a small number of visitors, communication was a strategy for encouraging the decision to get services. The objectives of the research were (1) to develop the causal model of Word-of-Mouth and online social media effecting a decision to get to the nightlife entertainment, (2) to measure the fit between the model and empirical data. A population and samples were the visitors to nightlife entertainment, 385 cases. The tool was a questionnaire. Data analysis used the basic statistics and goodness-of-fit measures between the hypothesis and observed values. The findings showed that the model fit, the causal model was fit for the empirical data with χ2 of 42.320, df of 31, p of 0.085, χ2/DF of 1.365, GIF of 0.986, AGFI of 0.951 and RMR of 0.011. Regarding the model, the Word-of-Mouth and online social media variables could explain the variance (R2) of the decision on visiting the evening entertainment by 23.00 percent. The Word-of-Mouth variables could explain the variance (R2) of the online social media by 15.40 percent as a result of model development, it was found that Word-of-Mouth had a positive influence on the decision to visit the nightlife entertainment with statistical significance at 0.05. Moreover, online social media had a positive influence on Word-of-Mouth with statistical significance at 0.001. Hence, the evening entertainment entrepreneurs who required boosting tourism should focus on Word-of-Mouth by creating the tourist’s impression, and consequently passing the positive experience.
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