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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.

In this chapter, EYES theory proposes that international students view themselves and appraise their social standing of their own race based in relationship to extant social perceptions of racial stereotypes in the United States. These stereotypes are determined by geography which exude from the legacy of enslavement in the United States. EYES theory proposes that international students view racial differences through these dynamics by assessing their own identity in regards to race, colorsim and group identification. Specifically, international students use racial groups to classify, rank, and understand racial differences that are informed by these social geographies that impart a white/black racial discourse by which international students navigate their social status. EYES theory challenges the intellectual perception of heterogeneity among international students and in regards to race posits that international students experience mico and macrolevel contexts regarding race due to the socio-historical legacy of racism in the United States. The authors anticipate that EYES theory may have implications for study in other geographical contexts where a black white dichotomy serves as the parameter for understanding racial relationships and hegemony.