Purpose – In an environment in which there has been a reduction in consumer trust of both organizations and advertising, as well as a decrease in television advertising, word of mouth (WOM) offers a way to obtain a significant competitive advantage. WOM is especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large‐scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. The purpose of this paper is to investigate the impact of electronic WOM (eWOM) on a tourism destination choice, using the theory of planned behaviour (TPB). Further, an effort was employed to determine the effect of past travel experience on using eWOM and TPB constructs. Design/methodology/approach – A structural equation modeling procedure was applied to the examination of the influences of eWOM on attitudes towards visiting Isfahan, subjective norms, perceived behavioral control, and travel intention. Analysis of variance (ANOVA) was utilised in order to analysing the relations between these constructs and past travel experience. The research model was tested empirically using a sample of 296 inbound tourists who had experience within the online communities and travelled to Isfahan during the period of research. Findings – Findings indicate that online WOM communications have a significant impact on attitudes toward visiting Isfahan, subjective norms, perceived behavioral control, and intention to travel. In addition, travel experience has a significant impact on using eWOM and TPB constructs. Practical implications – The paper suggests that eWOM activity is more complex than previous research has argued. Managers should consider various eWOM facets and try to motivate tourists for participating in online travel communities and to build online travel communities with characteristics such usefulness and ease of use. Originality/value – There has been a lot of marketing research on eWOM but none has focused on covering eWOM in tourism industry and its impact on tourism destination choice by adding new dimension of eWOM to the theory of planned behavior. This paper seeks to fill this gap.
Internet Research – Emerald Publishing
Published: Oct 12, 2012
Keywords: Iran; Tourism; Consumer behaviour; Electronic word of mouth; Theory of planned behavior; Internet
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
EndNoteExport to EndNote
ok to continue