The Influence of the e-WOM on the visit intention The study case: Taghit
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Date
2020-09
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
In recent years, mobile phones and access points to free Wi-Fi services have been enhanced,
which has made it easier for travellers to share their stories, pictures, and video clips online
during a trip. At the same time, online travel review (OTR) websites have grown significantly,
allowing users to post their travel experiences, opinions, comments, and ratings in a structured
way. Moreover, Internet search engines play a crucial role in locating and presenting OTRs
before and throughout a trip. This evolution of social media and information and
communication technologies has upset the classic sources of information of the projected tourist
destination image (TDI), allowing electronic word-of-mouth to occupy a prominent position.
Therefore, e-WOM plays an important role in directing tourists’ intention to visit tourism
places because it is a new phenomenon of digital era where people depend so much on
information from online social media to help those determining places or tourism object to visit.
Objective of this study is to analyse and explain how much influence Electronic Word of
Mouth (eWOM) has towards visit intention within digital destination image as mediating
variable and familiarity as a moderated variable,
Description
Keywords
Attitude toward e-WOM, e-WOM, Visit intention, Loyalty, Familiarity and digital destination image