INFLUENCE OF ONLINE REVIEWS ON CONSUMERS' HOTEL BOOKING INTENTIONS IN THAILAND: TRUST AND VALUE AS MEDIATING FACTOR
Authors: Kajornatthapol Pongwiritthon , Siyaphat Suthithananchai , Sun Soodket 
Published: October 2024

Purpose: The objective of this study is to explore the influence of online reviews on hotel booking intentions among consumers in Thailand, considering the mediating effects of trust and perceived value.

Theoretical Framework: The Online Reviews (OR) construct, adapted from Wen et al. (2021), and the Trust (TRT) construct, assessed with measures from Ladhari and Michaud (2015). The Trust scale included four slightly modified items aligned with study objectives. The Value (VAL) construct was evaluated using measures from S. Y. Kim et al. (2017). Lastly, Booking Intention (BI) was assessed using four aspects adopted from Chakraborty and Biswal (2019).

Design/methodology/approach: This study investigates the impact of online reviews on hotel booking intentions, employing trust and value as mediating factors. Utilizing a quantitative design through a survey conducted in Thailand, purposive sampling was employed to ensure diversity, with a minimum sample size of 379 determined to achieve a 0.05% sampling error at 95% confidence. Statistical methods, including a 5-point Likert scale, were utilized for data analysis, measure validation, and model reliability assessment, employing SEM analysis with ADENCO software. Descriptive statistics offered insights, contributing to a comprehensive understanding of the factors influencing individuals in Thailand when initiating and managing social entrepreneurial ventures. The study's methodology ensures robustness, reliability, and addresses potential biases through thorough sampling, statistical techniques, and validation procedures.

Findings: The results emphasize the substantial influence of online reviews on trust, value perception, and hotel booking intentions. Demographic insights reveal sample characteristics and response variations. These findings deepen our understanding of factors influencing consumers' decisions in hotel booking.

Research, Practical & Social implications: The demographic analysis conducted in this study reveals a gender distribution of 27.5% male and 72.5% female participants, primarily aged over 55 (49.1%), with 67.5% holding bachelor's degrees and earning between 30,001-50,000 baht (35.4%). Notably, civil servants and state enterprise employees dominate the occupational landscape (44%). Employing structural equation modeling (SEM), the study confirms that trust and value perception mediate the relationship. It elucidates significant connections between online reviews and trust, online reviews and value perception, and trust and booking intentions. The model remarkably clarifies a substantial portion of the variance in the dependent variables, ranging from 53.5% to 65.7%, highlighting the influential role of online reviews in shaping trust, value perception, and booking intentions. This study delves into the impact of online reviews on hotel booking intentions, with a specific focus on trust and value perception as mediators. Key findings encompass: 1) Online reviews significantly influence consumers' hotel booking intentions, playing a pivotal role in decision-making. 2) Trust and value perception mediate the relationship between online reviews and booking intentions, underscoring their profound impact on consumer behavior. 3) Employing a quantitative research design and survey data collection, the study provides systematic insights from a diverse participant sample. 4) The research not only supports existing literature on online reviews, trust, value perception, and hotel booking intentions but also contributes novel insights to these domains.

Originality/Value: This study uncovers essential roles of online reviews, trust, and value perception in hotel booking, enlightening practitioners and researchers on digital-era consumer behavior.