Paper Title
IMPACTS OF MACROECONOMICS CONDITION AND ELECTRONIC WORD OF MOUTH (eWOM) ON FOREIGN VISITOR’S EXPENDITURE IN LANNA CIVILIZATION TOURISM CLUSTER

Abstract
This study examines international visitor sentiment and spending in the Lanna Civilization Tourism Development Cluster (TDC). Sentiment analysis of online reviews (2011–2022) reveals generally positive perceptions, though a declining trend is observed—except in the restaurant sector. Panel data analysis identifies Gross Provincial Product, length of stay, tourism development, and positive eWOM as significant drivers of expenditure only on the attraction topic. Four policy recommendations are proposed to align with Thailand’s Third National Tourism Development Plan (2023–2027): enhancing storytelling and transport, improving infrastructure, managing eWOM, and leveraging influencer marketing. Further research across other TDCs is recommended to provide more targeted tourism strategies. Keywords - eWOM, Sentiment Analysis, Thai Tourism, Visitor Spending