Main Article Content
This research paper examines the electronic word-of-mouth (eWOM) influencing trust and brand image in online hotel booking among Thai generation Z in Thailand. Data were collected by using questionnaire-based surveys. The participants in this study were 420 respondents, who had experiences in online hotel reservations within one year. Structural equation modeling (SEM) was applied to propose the conceptual model by considering the effect of eWOM on trust and brand image among Generation Z. The research finding revealed that eWOM has a significant positive effect on trust and brand image in online hotel booking among Thai generation Z. Specifically, this could be due to the fact that Thai generation Z as consumers are likely to trust online reviews and choose the hotel with a positive brand image.
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