Key Determinants in Shaping Revisit Intention and eWOM Among OTA Tourists in Thailand:A Structural Equation Modeling (SEM) Approach

This study examines how smart tourism technology (STT) and user-generated content (UGC) influence tourist satisfaction and loyalty behaviors among online travel agency (OTA) users in Thailand. Data were collected from 277 travelers aged 18 and above who booked accommodations through OTAs across four destinations: Khao San Road, Chiang Mai, Pattaya, and Phuket. Grounded in the technology acceptance model (TAM) and expectation confirmation theory (ECT), the study employed structural equation modeling (SEM) to analyze the interrelationships among STT, UGC, satisfaction, destination image, revisit intention, and electronic word-of-mouth (eWOM). Results indicate that STT has the strongest positive effect on satisfaction (β = .826, p < .001), whereas emotional UGC exerts the greatest impact on destination image (β = .885, p < .001). Environmental concern (β = .049, p < .05) and ecotourism experience (β = .063, p < .05) also influence revisit intention, though to a lesser extent. Satisfaction serves as a key mediator linking technological and content-driven experiences to eWOM and revisit intention. The model explains 92.5% of destination image, 79.3% of satisfaction, 73.2% of eWOM, and 6.5% of revisit intention, underscoring that technology and emotionally engaging content are pivotal in enhancing satisfaction, loyalty, and sustainable tourism competitiveness.