Date of Publication :12th August 2023

Abstract: This research aims 1.) To study perception of reviews divided by demographic factor of customer 2.) To study effects of perception of reviews on online hotel booking intention. The findings and recommendations can be summarized. The target population of the study were tourists who visited Thailand. it was found that in cases where the actual target population is unknown by accepting a discrepancy of 5%, the appropriate sample was 400 samples. The questionnaire begins with travel experience questions, follows by hotel and resort reserved experience, and ends up with respondents' demographic data. frequency function in descriptive statistics was used to summarizing the number of respondents' demographic characteristic and online booking experience. Secondly, significant factors were indicated by t-test ANOVA F-test and correlation analysis. And then, tested factors with a dependent variable by using multiple linear regression analysis. The multiple regression result found that perceived of information quality, perceived of safety and privacy, perceived of price and promotion and perceived of electronic, word-of-mouth (e-WOM) affected positively toward online hotel purchase intention at significant level 0.05 (sig = .011, .000, 0.011 and .000, respectively). When considering the r-square, it was found that promotion had impact on online hotel purchase intention with 17.9% (r-square = 0.179). As the result of this research, we should prioritize interactive features, user-friendly interfaces, and robust security measures to create a seamless and engaging customer experience. Encouraging positive online reviews, leveraging referral programs and influencer engagement, and providing accurate information contribute to building trust and fostering customer loyalty. Excellent customer service and continuous feedback collection are essential for driving continuous improvement. By focusing on these activities, we can enhance customer engagement, loyalty, and overall business growth.

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