Predictors of Customers’ Hotel Booking Decisions in Thailand

Author(s)	Aphisavadh Sirivadhanawaravach
Country	Thailand
Abstract	This research paper investigates the factors that influence hotel booking decisions of customers in Thailand, one of the fastest-growing tourism destinations worldwide, due to its affordability and varied tourist attractions. It focuses on electronic word-of-mouth (eWOM), studying the effects of review volume, valence, and website quality on the booking intentions of tourists. Online reviews have been identified to play a critical role in the literature review for building trust, signaling service quality, and influencing the course of hotel marketing strategies. The research identifies the demographic and socio-economic characteristics of the travelers, showing how those traits interact with various digital influences on their booking choices. This research employed a quantitative approach through surveying a large respondent base to bridge existing gaps in research within the Thai hotel industry context. The findings will hopefully provide some useful insights for hotel management in helping them improve their digital strategies to develop customer trust and improve their booking rates in the competitive market.
Keywords	Predictor, Customer, Hotel Booking, Hotel Booking Decision, Thailand
Field	Sociology > Tourism / Transport
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-12-24
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.33540
Short DOI	https://doi.org/g8w2zs

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research