Use of Social Networking Sites and Word-of-Mouth in Tourism Services

Abstract

This study attempts to investigate how electronic Word-of-Mouth (eWOM), consisting of (1) opinion seeking, (2) opinion giving, and (3) opinion passing, influences consumers’ purchasing intentions for tourism services on Social Networking Sites (SNSs). Two hundred and seventy three American college students participate in a self-administered survey concerning their use of SNSs and ways of making online recommendations. Based on four hierarchical regression analyses, this study finds that both opinion seeking and opinion passing significantly influence respondents’ purchasing intentions. Additionally, time spent on SNS use reveals a positive relationship with opinion seeking and opinion passing. The conclusion of the present study highlights the eWOM as a cost-effective communication tool for tourism marketing and renders practical and theoretical implications along with suggestions for future research.

Citation

Yoon, H. (2015), "Use of Social Networking Sites and Word-of-Mouth in Tourism Services", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 21-40. https://doi.org/10.1108/S1745-354220150000011002