Impacts of Online Reviews on Destination Trust and Travel Intention: Empirical Evidence from Nakhon Phanom’s Tourists

Authors

  • Khajit Na Kalasindhu Faculty of Management Sciences and Information Technology, Nakhon Phanom University
  • Penpak Rattanangam Faculty of Management Sciences and Information Technology
  • Chinnakon Chaiyada Faculty of Management Sciences and Information Technology

Keywords:

Online review; Destination trust; Travel intention; Nakhon Phnom

Abstract

This research is conducted to investigate the impact of online reviews on destination trust and travel intention of tourists in Nakhon Phanom province. Data are collected from 400 tourists using a questionnaire and are analyzed by covariance-based structural equation modeling (CB-SEM). The results indicate that review valence, review quality, review volume, and review credibility are positively impact destination trust, with review quality being the most influential factor. Destination trust is identified as a key variable that is directly impacts and mediates the relationship between online reviews and travel intention. The role of online reviews is confirmed as an important strategy for building trust and stimulating travel decision-making. The findings are also contributed to the development of knowledge in the theory of planned behavior and are provided as practical guidelines for entrepreneurs and tourism agencies in formulating digital communication and marketing strategies to enhance the competitiveness of Nakhon Phanom province.

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Published

29-12-2025

How to Cite

Na Kalasindhu, K., Rattanangam, P., & Chaiyada, C. (2025). Impacts of Online Reviews on Destination Trust and Travel Intention: Empirical Evidence from Nakhon Phanom’s Tourists. The Journal of Integrated Business Innovation and Sustainability (JIBIS) (Online), 15(2), 87–103. retrieved from https://so02.tci-thaijo.org/index.php/fam/article/view/282325

Issue

Vol. 15 No. 2 (2025): Journal of KMITL Business School Year 15, issue 2, July - December 2025.

Section

Research Article

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