The Impact of eWOM on Booking Intention of Budget Hotels in Bangkok via Traveloka OTA among Indonesian Muslim Tourists Using the Elaboration Likelihood Model (ELM)
Keywords:
eWOM, Booking Intention, Budget Hotels, Traveloka OTA, Elaboration Likelihood ModelAbstract
Online Travel Agencies or OTAs facilitated consumers to purchase products and services in the hospitality and tourism industry more easily and conveniently than ever before in the age of the digital economy. Electronic word of mouth or eWOM, such as ratings, reviews, and sources of information, became essential
in supporting travelers' decisions. Therefore, OTAs not only dominated the channels for booking and sales of hotels and travel services but also served as channels for information gathering and guidance in the hotels and accommodation-related information of the services. The purpose of this study was to investigate the impact of eWOM, including the quality, quantity, and source credibility of eWOM, on Indonesian Muslim tourists' intention to book budget hotels in Bangkok via Traveloka OTA using the Elaborative Likelihood Model (ELM). A quantitative method was employed, using questionnaires to collect data from 400 Indonesians who had visited Bangkok and experienced booking a budget hotel via Traveloka OTA. The data were analyzed using SPSS Version 28, with descriptive statistics including frequency, mean, and standard deviation, along with inferential statistical methods such as multiple regression analysis (MR) for hypotheses testing. The empirical findings revealed that eWOM, including the quality, quantity, and source credibility of eWOM, significantly influenced booking intention. Moreover, the study found that the quantity of eWOM had a more significant influence on the intention to book budget hotels than other eWOM factors, suggesting opportunities for budget hotels to utilize online content marketing, promotional campaigns, and special deals during Islamic holidays. Additionally, the model and conceptual framework could be applied in other industries (such as healthcare, food and beverage, banking, etc.), and future researchers may consider using mixed methods to gain comprehensive insights on the topic.
References
Agustin, K. I. (2018). Information Systems Success Dimension In Indonesia Online Travel Agency Industry. Russian Journal of Agricultural and Socio-Economic Sciences, 11, 151–160.
Ahrens, R. de B., Lirani, L. da S., & de Francisco, A. C. (2020). Construct Validity and Reliability of the Work Environment Assessment Instrument WE-10. International Journal of Environmental Research and Public Health, 17(20), 1–19.
Albayrak, M., & Ceylan, C. (2021). Effect of eWOM on Purchase Intention: Meta-Analysis. Data Technologies and Applications, 55(5), 810–840.
Anubha, Jain, A., & Hooda, M. (2019). Consumer Engagement Towards Travel Webistes and Purchase Intentions. Journal of Advanced Research in Dynamical and Control Systems, 1, 2788–2794.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291–295.
Ayudhya, C. C. N., Yomchinda, P., Robbins, P. P., & Sigeda, A. (2022). Thailand Update Market. JLL. Retrieved May 7, 2023 from https://www.jll.co.th/en/trends-and-insights/research/thailand-market-update
Badan Pusat Statistik. (2022). Perkembangan Pariwisata Dan Transportasi Nasional. In Jakarta: Badan Pusat Statistik.
Banerjee, S., & Bonfield, S. (2019). How Online Reviews in a Year Predict Online Sales in the Next on Expedia.com + Agoda.com + Hotels.com? A Panel Study of Hotels. 5th International Conference on Information Management, ICIM 2019, 336–340.
Battour, M. (2018). Muslim Travel Behavior in Halal Tourism. Mobilities, Tourism and Travel Behavior - Contexts and Boundaries. InTech, 3-13.
Bhattacherjee, A., & Clive, S. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model1. MIS Quarterly, 30(4), 805–825.
Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential. Journal of Interactive Marketing, 15(3), 31–40.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior, 9th edition. New York : Dryden.
Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, And Why, Where, and What? Journal of Travel Research, 50(1), 15–26.
Carolin, C., Jessye, G., Abib, I., Laurel, M., & Putra, N. C. (2020). Customer Engagement Impacts Towards Purchase Intentions in The Online Travel Agent Industry. Jurnal Administrasi Bisnis, 16(2), 103–113.
Chaiken, S. (1980). Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion. Journal of Personality and Social Psychology, 39(5), 752–766.
Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Robotics Automation Magazine, 18(2), 129–134.
Cheung, C. M. K., & Lee, M. K. O. (2012). What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Decision Support Systems, 53(1), 218–225.
Cheung, C. M. K., & Thadani, D. R. (2010a). The Effectiveness of Electronic Word-Of-Mouth Communication: A Literature Analysis. 23rd Bled EConference ETrust: Implications for the Individual, Enterprises and Society - Proceedings, 329–345.
Cheung, C. M. K., & Thadani, D. R. (2010b). The State of Electronic Word-Of-Mouth Research: A Literature Analysis Recommended Citation. Association for Information Systems, 1580–1587.
Cheung, Luo, C., Sia, C. L., & Chen, H. (2009). Credibility Of Electronic Word-Of-Mouth: Informational and Normative Determinants of On-Line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9–38.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, XLIII(August), 345–354.
Choirisa, S. F. (2020). Traveloka Website Quality on Customer Satisfaction and Purchase Intention for University in Indonesia. Asia Pacific Institute of Advanced Research (APIAR), 6(1), 12–21.
Croasmun, J. T., & Ostrom, L. (2011). Using Likert-Type Scales in the Social Sciences. Journal of Adult Education, 40(1), 19–22.
Dang, A., & Raska, D. (2022). National Cultures and Their Impact on Electronic Word of Mouth: A Systematic Review. International Marketing Review, 39(5), 1182–1225.
Databoks. (2022). Survei Populix: Traveloka Aplikasi Perjalanan Online Paling Banyak Disukai Konsumen. Retrieved on May 7, 2023 from https://databoks.katadata.co.id/datapublish/2022/12/16/survei-populix-traveloka-aplikasi-perjalanan-online-paling-banyak-disukai-konsumen
David, W., Lestari, W. S., Astuti, R. M., & Asiah, N. (2019). Indonesian Tourist Perception toward Ethnic Food in Designated Countries in Asia. Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, 138, 144-154.
Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424.
Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the Value Of Online Product Reviews In Forecasting Sales: The Case of Motion Pictures. Journal of Interactive Marketing, 21(3), 2–20.
Dennis, L., Ramdhana, F., Callista, T., Faustine, E., & Hendijani, R. B. (2020). Influence of Online Reviews and Ratings on the Purchase Intentions of Gen Y Consumers: The Case of Tokopedia. International Journal of Management (IJM), 11(6), 26–40.
Fan, Y.-W., Miao, Y.-F., Fang, Y.-H., & Lin, R.-Y. (2013). Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility. International Business Research, 6(3), 58–65.
Filieri, R., & McLeay, F. (2013). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57.
Fiorentino, A. (1995). Budget Hotels: Not Just Minor Hospitality Products. Tourism Management, 16(6), 455–462.
Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., & Freling, T. (2014). How Online Product Reviews Affect Retail Sales: A Meta-Analysis. Journal of Retailing, 90(2), 217–232.
Gilbert, D. C., & Lockwood, A. (1990). Budget hotels-the USA, France and UK compared. Travel & Tourism Analyst, 3(1), 19-35.
Globaldata. (2022). Budget Hotels Market Size and Forecast, Key Trends, Company Profiles, 2022-2025. Global Data. Retrieved on July 26, 2023 from https://www.globaldata.com/store/report/budget-hotels-market-analysis/
Goeltom, V. A. H., Kristiana, Y., Juliana, Pramono, R., & Purwanto, A. (2019). The Influence of Intrinsic, Extrinsic, and Consumer Attitudes towards Intention to Stay at a Budget Hotel. African Journal of Hospitality, Tourism and Leisure, 8(2), 1–16.
Goh, S.-K. (2015). The Effect of Electronic Word of Mouth on Intention to Book Accommodation via Online Peer-to-Peer Platform: Investigation of Theory of Planned Behaviour. Journal of Internet Banking and Commerce, 2, 2-7.
Gretzel, U., Yoo, K. Y., & Purifoy, M. (2007). Online Travel Reviews Study: Role & Impact of Online Travel Reviews. Laboratory for Intelligent Systems in Tourism, Texas A&M University.
Guillet, B. D., Mattila, A., & Gao, L. (2019). The effects of choice set size and information filtering mechanisms on online hotel booking. International Journal of Hospitality Management, 87(9), 102379.
Hair, J. F., Babin, B., Money, A. H., & Samouel, P. (2003). Essentials of business research methods. Hoboken, NJ : Wiley.
Hefimaputri, R. A., & Indriani, M. T. . (2015). Customer attitude towards loyalty card of budget hotel in Bandung. Journal of Business and Management, 4(5), 522–530.
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.
Ho, V. T., Phan, N. T., & Le-Hoang, P. V. (2021). Impact of Electronic Word of Mouth to the Purchase Intention - The Case of Instagram. Independent Journal of Management & Production, 12(4), 1019–1033.
Hua, W., Chan, A., & Mao, Z. (2009). Critical Success Factors and Customer Expectation in Budget Hotel Segment - A Case Study of China. Journal of Quality Assurance in Hospitality and Tourism, 10(1), 59–74.
Hui, T. X. (2017). The Effect of Source Credibility on Consumers’ Purchase Intention in Malaysia Online Community. Journal of Arts & Social Sciences, 1(1), 12–20.
Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM Source Credibility, Perceived Risk and Food Product Customer’s Information Adoption. Computers in Human Behavior, 66, 96–102.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. Cham : Springer International Publishing.
Kim, E., Anna, M., & Baloglu, S. (2011). Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews. Cornell Hospitality Quarterly, 52(4), 399–406.
Kranzler, G., & Moursund, J. (1999). Statistics for the Terrified (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
Lee, E. -J., & Shin, S. Y. (2014). When Do Consumers Buy Online Product Reviews? Effects of Review Quality, Product Type, and Reviewer’s Photo. Computers in Human Behavior, 31(1), 356–366.
Lee, J., Park, D. H., & Han, I. (2008). The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View. Electronic Commerce Research and Applications, 7(3), 341–352.
Lim, L. M. J. (2016). Analyzing the Impact of Electronic Word of Mouth on Purchase Intention and Willingness to Pay For Tourism Related Products. Asia Pacific Business & Economics Perspectives, 4(1), 22–50.
Lin, C., Wu, Y. -S., & Chen, J. -C. V. (2013). Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 29–47.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-Of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458–468.
Lkhaasuren, M., & Nam, K. -D. (2018). The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market. Korea International Trade Research Institute, 14(4), 161–175.
Luo, H., & Yang, Y. (2016). Intra-Metropolitan Location Choice of Star-Rated and Non-Rated Budget Hotels: The Role of Agglomeration Economies. International Journal of Hospitality Management, 59, 72–83.
Mahendratmo, B. P. J., & Ariyanti, M. (2019). Analysis of E-Marketing Mix to Consumer Purchase Decisions Traveloka. Asian Journal of Management Sciences & Education, 8(1), 72–82.
Martins, M. R., Rachão, S., & Costa, R. A. da. (2018). Electronic Word of Mouth: Does It Really Matter to Backpackers? Booking Website Reviews as an Indicator for Hostels’ Quality Services. Journal of Quality Assurance in Hospitality and Tourism, 19(4), 415–441.
Mauri, A. G., & Minazzi, R. (2013). Web Reviews Influence on Expectations And Purchasing Intentions of Hotel Potential Customers. International Journal of Hospitality Management, 34(1), 99–107.
Mehyar, H., Saeed, M., Baroom, H., Afreh, A. L. I. A., & Al-adaileh, R. (2020). The Impact of Electronic Word of Mouth on Consumers Purchasing Intention. Journal of Theoretical and Applied Information Technology, 98(02), 183-191.
Merdeka. (2023). Sejak 2011, Jumlah Masyarakat Indonesia Liburan ke Luar Negeri Terus Meningkat. Retrieved on July 26, 2023 from https://www.merdeka.com/uang/sejak-2011-jumlah-masyarakat-indonesia-liburan-ke-luar-negeri-terus-meningkat.html
Metzger, M. J. (2007). Making Sense of Credibility on the Web: Models for Evaluating Online Information and Recommendations for Future Research. Journal of the American Society for Information Science and Technology, 58(13), 2078–2091.
Muhammad, N. H., & Karim, K. J. A. (2018). The Significant of Online Review on Hotel Attributes Towards Customers Room Purchasing Decision: Budget Hotel. International Journal of Modern Trends in Business Research (IJMTBR), 1(3), 18–28.
Ngelambong, A., Kibat, S. A., Azmi, A., Nor, N. M., & Saien, S. (2016). An Examination of Guest Dissatisfaction in Budget Hotel: A Content Analysis of Guest Review on Tripadvisor. The 7th International Research Symposium in Service Management, August, 236–245.
Park, D. H., & Lee, J. (2008). eWOM Overload and Its Effect on Consumer Behavioral Intention Depending on Consumer Involvement. Electronic Commerce Research and Applications, 7(4), 386–398.
Park, D. H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148.
Pentina, I., Basmanova, O., Zhang, L., & Ukis, Y. (2015). Exploring the Role of Culture in eWOM Adoption. MIS Review, 20(2), 1–26.
Perera, C. H., Nayak, R., & Long, N. V. T. (2019). The Impact of Electronic-Word-of Mouth on e-Loyalty and Consumers’ e-Purchase Decision Making Process: A Social Media Perspective. International Journal of Trade, Economics and Finance, 10(4), 85–91.
Perloff, R. M. (1994). Attributions, Self-esteem, and Cognitive Responses to Persuasion. Psychological Reports, 75, 1291–1295.
Peter, J. P. (1981). Construct Validity: A Review of Basic Issues and Marketing Practices. Journal of Marketing Research, 18(2), 133.
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19(C), 123–205.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135.
PowerReviews. (2018). The Growing Power of Reviews. Retrieved May 10, 2023 from https://annualmarketingreport.nielsen.com/
Rachmiatie, A., Rahmafitria, F., Suryadi, K., & Larasati, A. R. (2022). Classification of Halal Hotels Based on Industrial Perceived Value: A Study of Indonesia and Thailand. International Journal of Tourism Cities, 8(1), 244–259.
Shaden, M., Fadel, A., Achmad, S., & Sutoyo, R. (2023). Sentiment Analysis for Customer Review: Case Study of Traveloka Sentiment Analysis for Customer Review: Case Study Of Traveloka. Procedia Computer Science, 216(2022), 682–690.
Shin, D. H., & Chung, K. mi. (2017). The Effects of Input Modality and Story-Based Knowledge on Users’ Game Experience. Computers in Human Behavior, 68, 180–189.
Sirigunna, J. (2016). Market Factors Influecing the Decision to Patronize Budget Hotels in Bangkok. ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИ, 8, 165–169.
Statista. (2022). Number of budget chain-branded hotels in China from 2015 to 2020. Retrieved on July 26, 2023 from https://www.statista.com/statistics/1131191/china-number-of-budget-hotels/
Taherdoost, H. (2016). Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. International Journal of Academic Research in Management (IJARM), 5(2), 18–27.
Teng, S., & Khong, K. W. (2015). Conceptualising Cues in Social Media. International Journal of Internet Marketing and Advertising, 9(3), 233–253.
Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining the Antecedents of Persuasive eWOM Messages in Social Media. Online Information Review, 38(6), 746–768.
Traveloka. (2018). Traveloka Hotel Awards 2018 Give Appreciation to The Best Hotel Partner in Southeast Asia. Traveloka PR. Retrieved on May 10, 2023 from https://www.traveloka.com/en-id/explore/news/traveloka-hotel-awards-2018-give-appreciation-best-hotel-partner-southeast-asia/63437
Traveloka. (2023). Traveloka Life, Your Way. Traveloka About Us. Retrieved on May 10, 2023 from https://www.traveloka.com/en-th/about-us
Tsao, W. C., Hsieh, M. T., Shih, L. W., & Lin, T. M. Y. (2015). Compliance with eWOM: The Influence of Hotel Reviews on Booking Intention from the Perspective of Consumer Conformity. International Journal of Hospitality Management, 46, 99–111.
Verma, S., & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128.
Watrianthos, R., Suryadi, S., Irmayani, D., Nasution, M., & Simanjorang, E. F. S. (2019). Sentiment Analysis of Traveloka App Using Naïve Bayes Classifier Method. International Journal of Scientific and Technology Research, 8(7), 786–788.
Wu, P. C. S. S., & Wang, Y.-C. (2011). Asia Pacific Journal of Marketing and Logistics and Message Source Credibility on Brand Attitude the Influences of Electronic Word-Of-Mouth Message Appeal and Message Source Credibility on Brand Attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448–472.
Xie, Y. (2020). The Relationship among Marketing Mix, Loyalty of Chinese Tourists to Budget Hotel of Central Bangkok. Literature Review Thailand Tourism, 12(1), 123–143.
Yang, F. X. (2017). Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions: The Moderating Role of Technology Acceptance Factors. Journal of Hospitality and Tourism Research, 41(1), 93–127.
Zahratu, S., & Hurriyati, R. (2020). Electronic Word of Mouth and Purchase Intention on Traveloka. Proceeding of the 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018), Atlantis Press, 117, 33-36.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Accountancy and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารการบัญชีและการจัดการ
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยมหาสารคาม และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
