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Impact of interactive eReferral on tourists behavioral intentions

Impact of interactive eReferral on tourists behavioral intentions Despite recognizing the importance of eReferral in shaping tourists’ behavioral intentions, researchers have rarely explored its dynamics. In the recent years, interest in the superiority of interactive eReferral over eWOM has burgeoned, thus increasing theoretical and empirical quest, which has generated many inconsistencies. Drawing on social identity, trust transfer and social tie theories, the purpose of this paper is to explore an integrative model that investigates the impact of interactive eReferral on tourists’ engagement, eReferral sharing behavior and intention to visit. Besides the direct influences of interactive eReferral on tourists’ engagement, eReferral sharing behavior and intention to visit, the authors assess the mediating role of tourist engagement on the relationship between these concepts.Design/methodology/approachUtilizing survey data, variance-based structural equation modeling (VB-SEM) was applied to diagnose the proposed model.FindingsVB-SEM results suggest that interactive eReferral has a positive impact on tourist engagement, eReferral sharing behavior and intention to visit. Tourist engagement mediates the link between interactive eReferral and eReferral sharing behavior, and intention to visit.Originality/valueBy examining the relationship between interactive eReferral, tourists’ engagement, eReferral sharing behavior and intention to visit, the model departs from existing views to shed new light on the interactivity of eReferral. Implications for marketing practices and research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Impact of interactive eReferral on tourists behavioral intentions

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-08-2018-0348
Publisher site
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Abstract

Despite recognizing the importance of eReferral in shaping tourists’ behavioral intentions, researchers have rarely explored its dynamics. In the recent years, interest in the superiority of interactive eReferral over eWOM has burgeoned, thus increasing theoretical and empirical quest, which has generated many inconsistencies. Drawing on social identity, trust transfer and social tie theories, the purpose of this paper is to explore an integrative model that investigates the impact of interactive eReferral on tourists’ engagement, eReferral sharing behavior and intention to visit. Besides the direct influences of interactive eReferral on tourists’ engagement, eReferral sharing behavior and intention to visit, the authors assess the mediating role of tourist engagement on the relationship between these concepts.Design/methodology/approachUtilizing survey data, variance-based structural equation modeling (VB-SEM) was applied to diagnose the proposed model.FindingsVB-SEM results suggest that interactive eReferral has a positive impact on tourist engagement, eReferral sharing behavior and intention to visit. Tourist engagement mediates the link between interactive eReferral and eReferral sharing behavior, and intention to visit.Originality/valueBy examining the relationship between interactive eReferral, tourists’ engagement, eReferral sharing behavior and intention to visit, the model departs from existing views to shed new light on the interactivity of eReferral. Implications for marketing practices and research are discussed.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Jul 19, 2019

Keywords: Interactive eReferral; Tourists; Consumer engagement; eReferral sharing behaviour; Intention to visit; Snow tourism industry

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