Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket

Thesis (M.B.A., Hospitality and Tourism Management (International program))--Prince of Songkla University, 2021

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Bibliographic Details
Main Author:	Wu, Yujie
Other Authors:	Tatiyaporn Jarumaneerat
Format:	Theses and Dissertations
Language:	English
Published:	Prince of Songkla University 2022
Subjects:	Electronic word of mouth Destination image Chinese tourists Word-of-mouth advertising Travelers
Online Access:	http://kb.psu.ac.th/psukb/handle/2016/17402
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Institution:	Prince of Songkhla University
Language:	English

id	th-psu.2016-17402
record_format	dspace
spelling	th-psu.2016-174022023-02-27T03:35:30Z Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket Wu, Yujie Tatiyaporn Jarumaneerat Faculty of Hospitality and Tourism (Hospitality and Tourism Management) คณะการบริการและการท่องเที่ยว สาขาวิชาการจัดการการบริการและการท่องเที่ยว Electronic word of mouth Destination image Chinese tourists Word-of-mouth advertising Travelers Thesis (M.B.A., Hospitality and Tourism Management (International program))--Prince of Songkla University, 2021 In this era of internet popularity, electronic word-of-mouth has become an important way for modern people to search for travel information. This research aims to examine the perception of Chinese tourists on the destination image of Phuket, the influence of electronic word-of-mouth (eWOM) on the destination image of Phuket, and the influence of demographic factors on the image of the destination. In addition, the study attempts to compare the destination image of Phuket from social media and the destination image from the post-trip stage, and to determine the relationship between the destination image of Phuket and future intention. The research of this article is mainly divided into two stages. In the first phase, a survey of Chinese tourists on vacation in Phuket was conducted to study the impact of demographic factors and electronic word-of-mouth on Phuket's image. Questionnaires were distributed to 400 Chinese tourists returning to China from Phuket International Airport. Results indicated that age, education, and income affect the destination’s image among demographic factors. Furthermore, the study found that electronic word-of-mouth also affected the image of the destination. The second stage of this research is an online comment analysis. These online reviews were selected from Ctrip, and the “Octoparse” was used to collect a total of 21,511 valid reviews. Finally, these data were further analyzed by Nvivo. The results obtained from both methods were compared. It is found that the image of Phuket as written in electronic word-of-mouth is similar to the destination image of Phuket when studied quantitatively. Particularly, both methods provide complementary results and pointed out that Chinese tourists felt positive about Phuket. However, there is some difference between the destination image from the post-trip stage and social media on price issues and Phuket performances. In the end, this article provides suggestions to relevant stakeholders for the future development of Phuket's tourism industry. 2022-02-22T02:50:04Z 2022-02-22T02:50:04Z 2021 Thesis http://kb.psu.ac.th/psukb/handle/2016/17402 en Attribution-NonCommercial-NoDerivs 3.0 Thailand http://creativecommons.org/licenses/by-nc-nd/3.0/th/ application/pdf Prince of Songkla University
institution	Prince of Songkhla University
building	Khunying Long Athakravi Sunthorn Learning Resources Center
continent	Asia
country	Thailand Thailand
content_provider	Khunying Long Athakravi Sunthorn Learning Resources Center
collection	PSU Knowledge Bank
language	English
topic	Electronic word of mouth Destination image Chinese tourists Word-of-mouth advertising Travelers
spellingShingle	Electronic word of mouth Destination image Chinese tourists Word-of-mouth advertising Travelers Wu, Yujie Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
description	Thesis (M.B.A., Hospitality and Tourism Management (International program))--Prince of Songkla University, 2021
author2	Tatiyaporn Jarumaneerat
author_facet	Tatiyaporn Jarumaneerat Wu, Yujie
format	Theses and Dissertations
author	Wu, Yujie
author_sort	Wu, Yujie
title	Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
title_short	Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
title_full	Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
title_fullStr	Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
title_full_unstemmed	Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket
title_sort	influence of electronic word-of-mouth on destination image of chinese tourists travelling to phuket
publisher	Prince of Songkla University
publishDate	2022
url	http://kb.psu.ac.th/psukb/handle/2016/17402
_version_	1762854909379608576

Influence of Electronic Word-of-Mouth on Destination Image of Chinese Tourists Travelling to Phuket

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