Impacts of Online Reviews on Destination Trust and Travel Intention: Empirical Evidence from Nakhon Phanom’s Tourists
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บทคัดย่อ
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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อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
วารสารบริหารธุรกิจมีทั้งเเบบวารสารออนไลน์เเละวารสารเล่มฉบับ
** บทความหรือข้อคิดเห็นใดๆ ที่ปรากฏในวารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้า
เจ้าคุณทหารลาดกระบัง ฉบับนี้ เป็นความคิดเห็นเฉพาะผู้เขียนบทความแต่ละท่าน กองบรรณาธิการวารสารบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง เปิดเสรีด้านความคิดและไม่ถือเป็นความรับผิดชอบของ
กองบรรณาธิการ **
** บทความที่ได้ลงตีพิมพ์ในวารสารฉบับนี้ เป็นลิขสิทธิ์ของคณะบริหารธุรกิจ สถาบันเทคโนโลยี พระจอมเกล้าเจ้าคุณทหารลาดกระบัง กองบรรณาธิการไม่สงวนสิทธิ์ในการคัดลอกบทความแต่ต้องอ้างอิงแสดงที่มาของวารสารที่นำไปคัดลอกให้ชัดเจน**
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