Analyzing the Effect of Electronic Word of Mouth towards Future Behavioral Intention of Tourists
Abstract
This study aimed at identifying the effect of Electronic Word of Mouth (EWOM) towards tourists' interest (future behavioral intention) by analyzing the dominant factors which defined EWOM in the scope of social networking sites (SNS). The analysis technique used was partial Least Square (PLS) with samples of 100. Respondents of the study were tourists using the internet as an information source and excursion planning to Langkawi Island, Malaysia. The result of the study showed that there were dominant factors which defined EWOM and that they yielded a weak effect towards future behavioral intention. The push factors and the pull factors from future behavioral intention dimension obtained the highest response from the tourists. The study indicated that EWOM values as a source of information search for planning an excursion trip were very important, but yielded a weak effect towards future behavioral intention, on the grounds that there were still many factors outside EWOM which affected the tourists' interest which require future further studies.
References
[1] Ajzen, I. 1991. Organizational behavior and human decision process. 179-211.
[2] Awad, N. F., and Ragowsky, A. 2008. Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems.
[3] Awaritefe, O. D. 2004. Motivation and other considerations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3): 303-330.
[4] Baloglu, S. 2000. A path-analytical model of visitation intention involving information sources, socio-psychological motivations and destinations images. In, A. Woodside, G. Crouch, J. Mazanec, M. Oppermann and M. Sakai, (Eds.), Consumer Psychology of Tourism Hospitality and Leisure (pp. 63-90). New York: CABI Publishing.
[5] Baloglu, S., and McCleary, K. 1999. A model of destination image formation. Annals of Tourism Research, 35(4): 11-15.
[6] Bambauer-Sachse, S., and Mangold, S. 2010. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1): 38-45. DOI: http://dx.doi.org/10.1016/j.jretconser.2010.09.003
[7] Beerli, A., and Martin, J.D. 2004. Factors influencing destination image. Ann. Tour. Res. 31(4): 657-681.
[8] Brown, J., Broderick, A. J., and Lee, N. 2007. Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 2(13) 2-20.
[9] Buhalis, D., and Law, R. 2008. Progress in tourism management: Twenty years on and 10 years after the internet: The state of eTourism research. Tourism Management, 29(4): 609-623.
[10] Buttle, F.A. 1998. Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing 6: 241-254
[11] Canny, I. 2013. An empirical investigation of service quality, tourist satisfaction and future behavioral intentions among domestic local tourist at Borobudur Temple. International Journal of Trade, Economics and Finance, 4(2):86–91.
[12] Chin, W.W. 1998. "The Partial Least Squares Approach to Structural Equation Modeling", in G.A. Marcoulides [ed.]. Modern Methods for Business Research, pp. 295-336. Mahwah, NJ: Lawrence Erlbaum Associates, Publisher.
[13] Chu, S.-C., and Kim, Y. 2011. Determinants of consumer engagement in electronic word-of-mouth (ewom) in social networking sites. International Journal of Advertising, 30(1): 47-75.
[14] Colgate, M., and Lang, B. 2001. ‘Switching barriers in consumer markets: an investigation of the financial services industry’, The Journal of Consumer Marketing, 18(4/5): 332-347.
[15] Crompton, J. 1979. Motivations for pleasure vacation. Annals of Tourism Research, 6(4):408-424.
[16] Dann. G. 1977. Tourist motivation: An appraisal. In Williams, S. (eds.) Tourism: critical concepts in the social sciences, Routledge, pp. 59.
[17] Dellarocas, C. 2003. The digitization of word of mouth, promise and challenges of online feedback mechanisms. Management Science, 49(10): 1407-24.
[18] Doh, S.-J., and Hwang, J.-S. 2009. How consumers evaluate eWOM (Electronic Word-of-Mouth) Messages. CyberPsychology & Behavior, 12(2):193-7.
[19] Eldeen, A. A. 2013. Assessment of electronic word-of-mouth on customers' purchasing decisions of hospitality services in Egypt. 2nd Advances in Hospitality and Tourism Marketing & Management Conference.
[20] Hawkins, D.I., Best, R., and Coney, K.A. 2004. Consumer Behavior: Building Marketing Strategy (9th ed). Boston: McGraw-Hill.
[21] Hennig-Thurau, T. et al. 2010. The impact of new media on customer relationships. Journal of Service Research, 13(3): 311-330.
[22] Jalilvand, M. R., Samiei, N., Dini, B., and Manzari, P. Y. 2012. Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1: 134–143.
[23] Jang, C.-Y., Stefanone, M., and Claes, N. 2009. New Media Use in Context: Environmental Cues and Online Self-Disclosure via Weblogs.
[24] Jang, S., and Wu, C. 2006. Senior's travel motivation and the influential factors: An examination of Taiwanese seniors. Tourism Management, 27(2): 306-316.
[25] Jang, S., Bai, B., Hu, C., and Wu, C. 2009. Affect, travel motivation and travel intention: A senior market. Journal of Hospitality and Tourism Research, 33(1): 51-73.
[26] Joynatshing, C. 2010. Understandin the behavioral intention of European tourists. International Research Symposium in Service Management. Mairitius, 24-27 August 2010.
[27] Kaplan, A. M., and Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53: 59—68.
[28] Klenosky, D. 2002. The 'pull' of tourism destinations: A means-end investigation. Journal of Travel Research, 40(4): 385-395
[29] Kotler, P., and Armstrong, G. 2012. Principles of Marketing 14th Edition. Prentice Hall, New Jersey.
[30] Litvin, S., Goldsmith, R., and Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3): 458-468.
[31] Mangold, G., and Faulds, D. 2009. Social media: The new hybrid elemen of the promotion mix. Science Direct, Business Horizons, 52: 357—365.
[32] Mill, R. C., and Morrison, A. M. 1985. The Tourism System: An introductory. Engelwood Cliffs, N.J.: Prentice Hall.
[33] Minciu, R., and Moisa, C. O. 2009. Fundamental aspects regarding youth and their decision to practice tourism. Annales Universitatis Apulensis Series Oeconomica, 11(2): 1009-1018.
[34] Noor, J. 2013. Metodologi Penelitian. Jakarta: Kencana Prenada Media Group
[35] Nunnally, J., and Bernstein, I. 1994. Psychometric Theory (3rd Ed). New York: McGraw-Hill.
[36] O'Connor, P. 2008. Managing hospitality information technology in Europe: Issues, changes and priorities. Journal of Hospitality & Leisure Marketing, 17: 59-77.
[37] Ouellette, J., and Wood, W. 1998. Habit and intention in everyday life: the multiple process by which past behavior predicts future behavior. Psychological Bulletin, 124(1): 54-74.
[38] Prayag, G., and Ryan, C. 2011. The relationship between the push and pull factors of a tourist destination: The role of nationality-An analytical qualitative research approach. Current Issues in Tourism, 14(2): 121-143.
[39] Prayag, G. 2012. Senior Travelers’ motivations and future behavioral intentions: the case of Nice. Journal of Travel & Tourism Marketing, 29(7): 665-681.
[40] See-To, E., and Ho, K. 2013. Value co-creation and purchase intention in social network sites: The role of electronic word of mouth and trust - a theoritical analysis. Computers in Human Behavior, 31: 182-189.
[41] Sheldon, P. 1997. Tourism information technology. Oxon: UK: CAB International.
[42] Sulaiman, S., and Haron, M. S. 2013. Foodscape and customer’s future behavioral intentions in casual dining restaurant. Journal of Economics, Business and Management, 1 (1): 94-97.
[43] Williams, A.V., and Zelinsky, E.W. 1970. On some patterns in international tourist flows. Economic Geography, 46: 549-567.
[44] Xiang, Z., and Gretzel, U. 2009. Role of social media in online travel information search. Tourism Management, 31: 179–188.
[45] Ye, L., and Yushe, L. 2009. Online word-of-mouth marketing strategy in hotel management. P.R. China: School of Business, Tianjin University of Commerce.
[46] Yoon, Y., and Uysal, M. 2005. An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1): 45-56.
[47] You, X., and O'Leary, J. 1999. Destination behavior of older UK travelers. Tourism Recreation Research, 24(1): 23-34.
[48] Zarrad, H., and Debabi, M. 2015. Analyzing the effect of electronic word of mouth on tourists’ attitude toward Destination and Travel Intention. International Research Journal of Social Sciences, 4(4): 53-60.
[2] Awad, N. F., and Ragowsky, A. 2008. Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems.
[3] Awaritefe, O. D. 2004. Motivation and other considerations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3): 303-330.
[4] Baloglu, S. 2000. A path-analytical model of visitation intention involving information sources, socio-psychological motivations and destinations images. In, A. Woodside, G. Crouch, J. Mazanec, M. Oppermann and M. Sakai, (Eds.), Consumer Psychology of Tourism Hospitality and Leisure (pp. 63-90). New York: CABI Publishing.
[5] Baloglu, S., and McCleary, K. 1999. A model of destination image formation. Annals of Tourism Research, 35(4): 11-15.
[6] Bambauer-Sachse, S., and Mangold, S. 2010. Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1): 38-45. DOI: http://dx.doi.org/10.1016/j.jretconser.2010.09.003
[7] Beerli, A., and Martin, J.D. 2004. Factors influencing destination image. Ann. Tour. Res. 31(4): 657-681.
[8] Brown, J., Broderick, A. J., and Lee, N. 2007. Word of mouth communication within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 2(13) 2-20.
[9] Buhalis, D., and Law, R. 2008. Progress in tourism management: Twenty years on and 10 years after the internet: The state of eTourism research. Tourism Management, 29(4): 609-623.
[10] Buttle, F.A. 1998. Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing 6: 241-254
[11] Canny, I. 2013. An empirical investigation of service quality, tourist satisfaction and future behavioral intentions among domestic local tourist at Borobudur Temple. International Journal of Trade, Economics and Finance, 4(2):86–91.
[12] Chin, W.W. 1998. "The Partial Least Squares Approach to Structural Equation Modeling", in G.A. Marcoulides [ed.]. Modern Methods for Business Research, pp. 295-336. Mahwah, NJ: Lawrence Erlbaum Associates, Publisher.
[13] Chu, S.-C., and Kim, Y. 2011. Determinants of consumer engagement in electronic word-of-mouth (ewom) in social networking sites. International Journal of Advertising, 30(1): 47-75.
[14] Colgate, M., and Lang, B. 2001. ‘Switching barriers in consumer markets: an investigation of the financial services industry’, The Journal of Consumer Marketing, 18(4/5): 332-347.
[15] Crompton, J. 1979. Motivations for pleasure vacation. Annals of Tourism Research, 6(4):408-424.
[16] Dann. G. 1977. Tourist motivation: An appraisal. In Williams, S. (eds.) Tourism: critical concepts in the social sciences, Routledge, pp. 59.
[17] Dellarocas, C. 2003. The digitization of word of mouth, promise and challenges of online feedback mechanisms. Management Science, 49(10): 1407-24.
[18] Doh, S.-J., and Hwang, J.-S. 2009. How consumers evaluate eWOM (Electronic Word-of-Mouth) Messages. CyberPsychology & Behavior, 12(2):193-7.
[19] Eldeen, A. A. 2013. Assessment of electronic word-of-mouth on customers' purchasing decisions of hospitality services in Egypt. 2nd Advances in Hospitality and Tourism Marketing & Management Conference.
[20] Hawkins, D.I., Best, R., and Coney, K.A. 2004. Consumer Behavior: Building Marketing Strategy (9th ed). Boston: McGraw-Hill.
[21] Hennig-Thurau, T. et al. 2010. The impact of new media on customer relationships. Journal of Service Research, 13(3): 311-330.
[22] Jalilvand, M. R., Samiei, N., Dini, B., and Manzari, P. Y. 2012. Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1: 134–143.
[23] Jang, C.-Y., Stefanone, M., and Claes, N. 2009. New Media Use in Context: Environmental Cues and Online Self-Disclosure via Weblogs.
[24] Jang, S., and Wu, C. 2006. Senior's travel motivation and the influential factors: An examination of Taiwanese seniors. Tourism Management, 27(2): 306-316.
[25] Jang, S., Bai, B., Hu, C., and Wu, C. 2009. Affect, travel motivation and travel intention: A senior market. Journal of Hospitality and Tourism Research, 33(1): 51-73.
[26] Joynatshing, C. 2010. Understandin the behavioral intention of European tourists. International Research Symposium in Service Management. Mairitius, 24-27 August 2010.
[27] Kaplan, A. M., and Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53: 59—68.
[28] Klenosky, D. 2002. The 'pull' of tourism destinations: A means-end investigation. Journal of Travel Research, 40(4): 385-395
[29] Kotler, P., and Armstrong, G. 2012. Principles of Marketing 14th Edition. Prentice Hall, New Jersey.
[30] Litvin, S., Goldsmith, R., and Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3): 458-468.
[31] Mangold, G., and Faulds, D. 2009. Social media: The new hybrid elemen of the promotion mix. Science Direct, Business Horizons, 52: 357—365.
[32] Mill, R. C., and Morrison, A. M. 1985. The Tourism System: An introductory. Engelwood Cliffs, N.J.: Prentice Hall.
[33] Minciu, R., and Moisa, C. O. 2009. Fundamental aspects regarding youth and their decision to practice tourism. Annales Universitatis Apulensis Series Oeconomica, 11(2): 1009-1018.
[34] Noor, J. 2013. Metodologi Penelitian. Jakarta: Kencana Prenada Media Group
[35] Nunnally, J., and Bernstein, I. 1994. Psychometric Theory (3rd Ed). New York: McGraw-Hill.
[36] O'Connor, P. 2008. Managing hospitality information technology in Europe: Issues, changes and priorities. Journal of Hospitality & Leisure Marketing, 17: 59-77.
[37] Ouellette, J., and Wood, W. 1998. Habit and intention in everyday life: the multiple process by which past behavior predicts future behavior. Psychological Bulletin, 124(1): 54-74.
[38] Prayag, G., and Ryan, C. 2011. The relationship between the push and pull factors of a tourist destination: The role of nationality-An analytical qualitative research approach. Current Issues in Tourism, 14(2): 121-143.
[39] Prayag, G. 2012. Senior Travelers’ motivations and future behavioral intentions: the case of Nice. Journal of Travel & Tourism Marketing, 29(7): 665-681.
[40] See-To, E., and Ho, K. 2013. Value co-creation and purchase intention in social network sites: The role of electronic word of mouth and trust - a theoritical analysis. Computers in Human Behavior, 31: 182-189.
[41] Sheldon, P. 1997. Tourism information technology. Oxon: UK: CAB International.
[42] Sulaiman, S., and Haron, M. S. 2013. Foodscape and customer’s future behavioral intentions in casual dining restaurant. Journal of Economics, Business and Management, 1 (1): 94-97.
[43] Williams, A.V., and Zelinsky, E.W. 1970. On some patterns in international tourist flows. Economic Geography, 46: 549-567.
[44] Xiang, Z., and Gretzel, U. 2009. Role of social media in online travel information search. Tourism Management, 31: 179–188.
[45] Ye, L., and Yushe, L. 2009. Online word-of-mouth marketing strategy in hotel management. P.R. China: School of Business, Tianjin University of Commerce.
[46] Yoon, Y., and Uysal, M. 2005. An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1): 45-56.
[47] You, X., and O'Leary, J. 1999. Destination behavior of older UK travelers. Tourism Recreation Research, 24(1): 23-34.
[48] Zarrad, H., and Debabi, M. 2015. Analyzing the effect of electronic word of mouth on tourists’ attitude toward Destination and Travel Intention. International Research Journal of Social Sciences, 4(4): 53-60.
Published
2017-10-13
How to Cite
DAMAYANTI, Arciana; WIBOWO, Lili Adi; HUMAIRA, Aulian.
Analyzing the Effect of Electronic Word of Mouth towards Future Behavioral Intention of Tourists.
Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 4, p. 843-852, oct. 2017.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/1416>. Date accessed: 27 dec. 2024.
doi: https://doi.org/10.14505//jemt.v8.4(20).13.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.