Determinants of Electronic Word of Mouth during the COVID-19 Pandemic in Thailand : A Qualitative Case Study of Hostels at Aonang, Krabi in Thailand

This study explains the determinant factors influencinghostel customers' electronic word of mouth (e-WOM) during the COVID-19 pandemic at Ao Nang, Krabi in Thailand. A purposive sampling of eight hostel customers in Ao Nang, Krabi in Thailand, was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. The results reveal that the determinant factors (prices, facilities, and services) are related to satisfaction, and satisfaction affects hostel customers' e-WOM. Hostel customers perceived prices as the highest essential factor, followed by facilities and services. Business owners, hostel managers, and marketers should consider these determinants because these factors are related to customer satisfaction, which influences e-WOM communication and customers’ behavioural intentions. The implication could be applied to all service sectors to find the appropriate strategies to attract their customers. The recommendation is to consider a quantitative study in a large sample for further research. The results could give a more explanation in general