Research on Tourist’s Propagation Effect of Online Word of Mouth Communication Under Tourism Destination Context

Abstract

The potency, intensity and quality of information on the online word-of-mouth communication of tourism destinations will positively affect the willingness of word-ofmouth recipients to re-transmit. However, in terms of purchase intention, the potency of information will adversely affect the willingness of the word-of-mouth recipient to purchase. The credibility of the information channel is positively affecting the re-distribution willingness and willingness of the word-ofmouth recipients. This also means that the more professional, formal, and large company-based communities or software will be favored by more word-of-mouth recipients, thus making the willingness to re-transmit will increase. In terms of purchase intention, the ability to pay can stimulate their willingness to purchase, and product involvement will also stimulate purchase intention, but in terms of re-distribution willingness, the altruistic motivation does not stimulate their willingness to re-transmit as imagined. Keywords—tourist destination; online word of mouth;