The Effects of Electronic Word of Mouth, Customer Attitude, and Service Quality on Revisit Intention of Wellness Tourism
1
Issued Date
2024-08-31
Resource Type
ISSN
27526798
eISSN
27526801
Scopus ID
2-s2.0-85205922425
Journal Title
Journal of Ecohumanism
Volume
3
Issue
6
Start Page
796
End Page
813
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Ecohumanism Vol.3 No.6 (2024) , 796-813
Suggested Citation
Yoopetch C., Chirapanda S. The Effects of Electronic Word of Mouth, Customer Attitude, and Service Quality on Revisit Intention of Wellness Tourism. Journal of Ecohumanism Vol.3 No.6 (2024) , 796-813. 813. doi:10.62754/joe.v3i6.4052 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/101648
Title
The Effects of Electronic Word of Mouth, Customer Attitude, and Service Quality on Revisit Intention of Wellness Tourism
Author(s)
Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
Abstract
This study aimed to investigate the effects of digital marketing tools (e.g., electronic word of mouth) on customer satisfaction and revisit the intention of wellness and spa tourism from the viewpoint of international tourists visiting Thailand after COVID-19. Due to the rising awareness of health and wellness, the authors intended to explore wellness tourism from the perspective of international tourists. In addition, the current research also investigated the effect of service quality and tourist attitude toward wellness/spa tourism on tourist satisfaction and revisit intention. Data collection was from 403 international tourists visiting Thailand, and one of the primary purposes of their visits was to participate in wellness or spa services in Thailand. The results showed that satisfaction, service quality, and electronic word-of-mouth significantly influenced the intention to revisit wellness tourists. In contrast, attitude and service quality significantly affected the satisfaction of wellness tourists. The discussions, conclusions, and practical recommendations were also provided to offer the guidelines for further development of the wellness tourism industry.