The Influence of National Image, Electronic Word of Mouth, and Trust on the Travel Intentions of Vietnamese to Thailand
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Abstract
The purposes of this research were to study the national image of Thailand, the electronic word-of-mouth regarding tourism in Thailand, the trustworthiness, the travel intentions, and the ability of aspects relating to the national image of Thailand, electronic words of mouth, and trustworthiness to predict the willingness of Vietnamese travelers to visit Thailand. A stratified sample of 325 Vietnamese citizens made up the sample, which was divided into 3 regions: North, Central, and South. The instrument utilized to gather the data was a questionnaire. The statistics like mean, standard deviation, and multiple regression are employed in data analysis. The results show that the factors of the national image, electronic word-of-mouth, trust, and the intention to travel to Thailand are at the a high level. Regarding the findings of intention prediction, it was discovered that the two factors namely the national image and electronic word-of-mouth related to Thailand tourism predicted the intention of Vietnamese tourists to visit Thailand. The results show that the national image and the electronic word-of-mouth exposure variance of 72.9 percent. Additionally, there are three components of the national image that could predict the intention of Vietnamese people to come to Thailand, including Cultural, Physical attractiveness, and Safety, with an exposure variance of 66.4 percent.
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