Word-of-mouth communication through electronic media and trust affecting the intention to travel to Thailand in the situation of COVID-19 of Chinese tourists

Abstract

This independent study aimed to (1) study the opinion level of word-of-mouth communication via electronic media and the effect of trust affecting the intention to travel to Thailand during the COVID-19 pandemic of Chinese tourists and (2) to study the impact of wordof-mouth communication via electronic media and trust on the intention to travel to Thailand during the COVID-19 pandemic of Chinese tourists. The sample used was 385 Chinese tourists. Online questionnaires were used to collect data. Descriptive statistics including percentage, mean and standard deviation were used. Inferential statistics (Enter) were used to analyze multiple regression.

            The results of the study revealed that during the Covid-19 pandemic, the opinion level of word-of-mouth communication through electronic media and trust affected Chinese tourists' intention to travel to Thailand at a high level. In particular, Chinese tourists agreed with setting up a post to ask questions about Thailand tourism through electronic media and trust in safety control measures at various tourist attractions in Thailand. Word-of-mouth communication via electronic media and trust affected the intention of traveling to Thailand during of COVID-19 pandemic of Chinese tourists with a statistically significant level of 0.01.