Do e-WOM Persuade Travelers Destination Visit Intentions? An investigation on how Travelers Adopt the Information from the Social Media Channels

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2023-06-30 DOI:10.31620/jccc.06.23/11

Nidhi Sharma, Bhanupriya Khatri, S. Khan

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引用次数: 1

Abstract

The main aim of this study is to investigate how travelers adopt the information from Facebook (FB) electronic word of mouth (e-WOM) and its impacts on their intention to visit a destination. Purposive sampling was used to gather data from 412 visitors visiting several tourist destinations in major cities of India. To determine the minimum necessary sample size ―G*Power software version 3.1.9.7‖ was used. For data analysis, Partial Least Square Structural Equational Modelling (PLS-SEM) was used in the study. The results of this study show that all the antecedents except timeliness have a significant influence on travelers' visit intentions through Facebook e-WOM adoption. The outcomes of this study will be beneficial to internet community organizers in terms of better managing their websites for the aim of delivering relevant information. It would also benefit them in attracting users and, as a result, in paying advertisers. This research aids to the knowledge about the use of the content of Facebook e-WOM to help people decide whether or not to visit a certain destination. The major limitation is that this study is more inclined towards the destination visit intentions of travelers rather than actual visit behavior.

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e-WOM是否能说服旅行者的目的地访问意向？旅行者如何从社交媒体渠道获取信息的调查

本研究的主要目的是调查旅行者如何采用Facebook（FB）电子口碑（e-WOM）中的信息及其对他们访问目的地意图的影响。目的性抽样用于收集412名游客的数据，这些游客访问了印度主要城市的几个旅游目的地。为了确定所需的最小样本量，使用了G*Power软件3.1.9.7版。为了进行数据分析，研究中使用了偏最小二乘结构方程建模（PLS-SEM）。本研究的结果表明，除了及时性之外，所有的前因都会通过Facebook电子口碑的采用对旅行者的访问意愿产生显著影响。这项研究的结果将有利于互联网社区组织者更好地管理他们的网站，以提供相关信息。这也将有利于他们吸引用户，从而为广告商付费。这项研究有助于了解如何使用Facebook电子口碑的内容来帮助人们决定是否访问某个目的地。主要的局限性在于，这项研究更倾向于旅行者的目的地访问意图，而不是实际的访问行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.