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)


  • Muhamad Lukman Ardiansyah College of Graduate Studies in Management, Khon Kaen University
  • ฺีBussagorn Leejoeiwara College of Graduate Studies in Management, Khon Kaen University


eWOM, Booking Intention, Budget Hotels, Traveloka OTA, Elaboration Likelihood Model


                  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.


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How to Cite

Ardiansyah, M., & Leejoeiwara ฺ. (2024). 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). Journal of Accountancy and Management, 16(1), 1–25. Retrieved from



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