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The purpose of this paper is to find out how credibility judgements intervene in the consumption of electronic-Word of Mouth (e-WOM) in tourism, as there is discrepancy in…
The purpose of this paper is to find out how credibility judgements intervene in the consumption of electronic-Word of Mouth (e-WOM) in tourism, as there is discrepancy in the literature about its influence on decision-making processes.
A qualitative approach is explored, based on semi-structured interviews and observation through think-aloud protocol. This methodology provides fruitful insights as it focuses on the users’ browsing habits. The author interviewed a sample of professionals of tourism, cybertourists and bloggers.
Results reveal that only part of e-WOM is granted credibility. Therefore, its persuasiveness depends on those limited positive judgements. Travellers use a conceptual mindset and a series of cognitive heuristics (homophily, crowd consensus, etc.) to assess credibility. Formal knowledge background and social pressures have proven to be weak.
This study is limited to a reduced sample of informants but their adjustment to the most typical profiles interviewed compensates this restriction. Another limitation is that data comes from a single cultural context (Spain), but on the other hand provides data that did not exist in the international literature on the topic.
Outcomes can help tourism managers to monitor key heuristics employed by end-users in webs of e-WOM and detect new trends of travelling habits.
The paper is original in that it establishes the rationalities behind the daily use of cognitive heuristics explored through different traveller's profiles.
This chapter focuses on the importance of social media for pop culture fans. A web survey for fans of the Twilight Saga is implemented, using the concepts of cognitive…
This chapter focuses on the importance of social media for pop culture fans. A web survey for fans of the Twilight Saga is implemented, using the concepts of cognitive, affective, and evaluative social identity and personal, product, and situational involvement. The purpose is to examine to what degree social identity and involvement can explain pop culture fans’ future intention to travel, make recommendations to others, and use social media. Findings show that pop culture fans use social media to a large extent and that these means are important for making decisions about traveling and event participation. Moreover, the chapter shows that involvement dimensions are more important than social identity dimensions to explain future intention to travel, to recommend to others, and to use social media.
The purpose of this paper is to address the following question: which type of word-of-mouth (WOM) communication, face-to-face vs electronic, has the stronger influence on…
The purpose of this paper is to address the following question: which type of word-of-mouth (WOM) communication, face-to-face vs electronic, has the stronger influence on destination image and attitude?
A multidimensional model is developed with eight constructs. After the validation of measurement scales, hypotheses are contrasted through structural modeling to test the model fit and estimate the model coefficients. The model was tested empirically using a sample of 678 tourists who had experience within the online tourist community, tripadvisor.com. Tourists were required to complete a survey regarding their information search from the virtual sharing platform and face-to-face communications.
The results of this study suggest that electronic WOM (eWOM) has a more powerful effect on destination image, attitude, and travel intention rather than face-to-face WOM.
This paper is one of the first to develop and empirically test a comparative model for information search behavior, namely, face-to-face WOM vs eWOM, and destination image/attitude in the context of tourism industry.