Open AccessPosted Content
The influence of eWOM credibility on visit intention: An integrative moderated mediation model
Lamia Nechoud,Faouzi Ghidouche,Hugues Seraphin +2 more
- pp 54-63
TLDR
In this article, the authors examined the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of e-WOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages.Abstract:
Purpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages. Methods: The research hypotheses were tested according to structural equations modelling and Hayes procedure, which made it possible to study simultaneously and rigorously the mediating and moderating effects, and to have a clear view on the model fittness. Results: The results indicate that the mediation links of the destination image on the relationship between perceived credibility and intention to visit a destination, are moderated by the susceptibility of the eWOM (the comments generated by Internet users or the sharing of tourists' experiences on Facebook). This study also indicates that the relationship between the perceived credibility of the eWOM and the intentions to visit a destination is mediated by the usefulness of the eWOM messages and the destination image. Implications: Tourism practitioners seeking to attract tourists can use the eWOM as a communication technique for product and/or service recommendations. Given the powerful influence of the eWOM, it should not be ignored or misused, but managed to improve the effectiveness of marketing strategies in hospitality, tourism and travel.read more
Citations
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Beyond the Usefulness and Ease of Use : Extending the TAM for a World - Wide - Web Context
Ji-Won Moon,Young-Gul Kim +1 more
TL;DR: This study introduces playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance and extends and empirically validate the Technology Acceptance Model (TAM) for the WWW context.
Posted Content
Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece
TL;DR: In this article, the authors examined the ways rural businesses can become attractive to millennials using the Internet and the social media and proposed a model connecting fame, image and activities with the Social Media influencer and the way the decision making of the millennials is influenced when choosing to visit a rural tourism destination, resulting to economic growth and development of rural areas.
Posted ContentDOI
Effects of co-creation in a tourism destination brand image through twitter
TL;DR: In this paper, the authors analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11 and show that the results show that there is no brand awareness and that the effect of brand awareness on tourism brand image cocreation is negative.
Traveler segmentation through social media for intercultural marketing purposes: the case of Halkidiki.
TL;DR: In this paper, the authors presented a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits, which was used for the tourists visiting a Greek region.
Posted ContentDOI
Shaping digitalization among German tourism service providers: Processes and implications
TL;DR: A model of the tourism value system is sketched with the aim to assist the shift toward digital value creation in the case of the German tourism sector by asking, What are the challenges for the digital transformation of tourism service providers, and how can it be promoted along with the tourist value system?
References
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Perceived Usefulness, Perceived Ease of Use, and User
TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.
Journal ArticleDOI
Perceived usefulness, perceived ease of use, and user acceptance of information technology
TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Journal ArticleDOI
User acceptance of information technology: toward a unified view
TL;DR: The Unified Theory of Acceptance and Use of Technology (UTAUT) as mentioned in this paper is a unified model that integrates elements across the eight models, and empirically validate the unified model.
Book
Research Methods for Business: A Skill Building Approach
Uma Sekaran,Roger Bougie +1 more
TL;DR: Examples are drawn from different areas of business - such as human resources management, strategic management, operations management, finance, accounting, and information management - to provide students with a comprehensive overview of the applications of research methods.
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