The Mediating Role of Social Media in Tourism: An eWOM Approach

• 발행기관: 한국유통과학회
• 저자명: Anish Kumar KAKIRALA Devinder Pal SINGH
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.11, 381~391쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.11.30

영문 초록

This research article investigates the way eWOM in social media influences the formation of destination image through development of trust and satisfaction for the potential tourist. The research involved administering an 18-point questionnaire taking online reviews, tourist involvement, and eWOM, destination image components of trust and satisfaction as variables. Data was collected from 554 individuals forming a cross-section of social media users and analyzed using multi-variate techniques (Reliability, CFA, and SEM). Results indicate a positive and significant relationship between all except online review and destination trust and satisfaction. Indirect and direct effects indicate that eWOM fully mediates the relationship between destination satisfaction and involvement and partially mediates the relationship between destination trust and involvement. In the case of online reviews, eWOM acts as a full mediator between destination trust and destination satisfaction for the future traveler using social media. The study proposes that components of image vary depending upon the degree of involvement, volume online reviews and eWOM generated also termed as ‘virality’ and these in turn influence the intention to revisit or recommend a destination. The study highlights its utility for National Tourist Organizations (NTOs) and online travel intermediaries to enhance destination marketing efforts.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

References

키워드

Social Media Tourism eWOM Destination Image