Determinants of Supply Related to Negative Word of Mouth in Hotel Industry


  • Kinggarn Sinsup Graduate School of Tourism Management, National Institute of Development Administration
  • Rugphong Vongsaroj สถาบันบัณฑิตพัฒนบริหารศาสตร์


Thai accommodation, dissatisfaction, supply, online comments


This paper aims to investigate the correlation between the supply-side factors (star rating, location, size, management system, and pricing rate) and negative word of mouth towards the Thai tourism industry on Online Travel Agents (OTAs). This paper is conducted through mixed method. For the qualitative research, the data collection was obtained from the Online Travel Agent’s website based on 3 criteria which were website selecting criteria, accommodation selecting criteria, and negative comments selecting criteria. As a result, 3,713 qualified negative comments were categorized accordingly to the marketing mix of service components (product, price, place, promotion, process, people, and physical evidence in the public areas). For the quantitative research, the results were testing via Chi-Square and coefficient Cramer’s V. The result represented that star rating, location, size, and price rate correlated to negative word of mouth as 0.05 statistically significant. Moreover, star rating, location, size, and price rate correlated to negative word of mouth as low and lower effect size.


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How to Cite

Sinsup, K., & Vongsaroj, R. . (2023). Determinants of Supply Related to Negative Word of Mouth in Hotel Industry. Business Administration and Management Journal Review, 15(1), 165–181. Retrieved from



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