The impact of eWOM source credibility on destination visit intention and online involvement: a case of Chinese tourists

Abstract

Purpose

This study aims to investigate the relationships between electronic word of mouth (eWOM) source credibility, perceived risk and information usefulness and how they influence tourists’ destination visit intention and online review involvement.

Design/methodology/approach

Data for this quantitative study were collected via an online survey from 460 participants and analyzed using a partial least squares analysis.

Findings

All four dimensions of eWOM source credibility reduce travelers’ perceived risk associated with destination visits, among which homophily has the greatest influence. Lower levels of perceived risk are associated with higher perceived information usefulness, thus boosting tourists’ eWOM involvement and intention to visit a destination.

Practical implications

Results offer practical implications for how the tourism industry can exploit eWOM as an information source that consumers frequently consult. The results are also valuable for Destination Marketing Organizations, allowing them to determine what type of information promotes positive tourist attitudes and behaviors toward destinations.

Originality/value

To the best of the authors’ knowledge, this study is one of the first studies to examine the interaction between eWOM credibility, perceived risk and information usefulness and their effect on consumer behaviors in the tourism context.

eWOM 来源可信度对目的地访问意愿和在线参与的影响：以中国游客为例

研究目的

本研究调查了 eWOM 来源可信度、感知风险和信息有用性之间的关系, 以及它们如何影响游客的目的地访问意图和在线评论参与度。

研究设计/方法/途径

这项定量研究的数据是通过对 460 名参与者的在线调查收集的, 并使用偏最小二乘法分析。

研究发现

eWOM 来源可信度的所有四个维度都降低了旅行者与目的地访问相关的感知风险, 其中同质性影响最大。较低的感知风险水平与较高的感知信息有用性相关, 从而提高游客的 eWOM 参与度和访问目的地的意愿。

实践意义

本研究结果为旅游业如何利用 eWOM 作为消费者经常咨询的信息源提供了实际意义。结果对 DMO 也很有价值, 使他们能够确定哪些类型的信息可以促进游客对目的地的积极态度和行为。

研究原创性/价值

本论文是首批研究 eWOM 可信度、感知风险和信息有用性之间的相互作用及其对旅游背景下消费者行为的影响的研究之一。

Citation

González-Rodríguez, M.R., Díaz-Fernández, M.C., Bilgihan, A., Okumus, F. and Shi, F. (2022), "The impact of eWOM source credibility on destination visit intention and online involvement: a case of Chinese tourists", Journal of Hospitality and Tourism Technology, Vol. 13 No. 5, pp. 855-874. https://doi.org/10.1108/JHTT-11-2021-0321