电子口碑、COVID-19 大流行后的态度、动机和旅行意向

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Le Thanh Tung, Duong Tien Ha My
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引用次数: 0

摘要

COVID-19 大流行促使人们花更多时间在社交媒体渠道上搜索信息。虽然大多数国家已进入新常态,但这些渠道仍在人们的决策中发挥着至关重要的作用。因此,本文旨在分析电子口碑与潜在游客的态度、动机和旅游意向之间的关系。为实现这一目标,我们通过在线调查收集了 431 份有效问卷进行分析。我们采用结构方程模型来研究拟议模型中各变量之间的关系。我们发现有证据表明,网络口碑对潜在游客的旅游意向有积极影响,而态度和动机在网络口碑对顾客旅游意向的影响中起着积极的中介作用。这些结果表明,从网络评论中获得的信息以及乐观的态度和动机可以促进潜在游客做出决定。此外,虽然网络口碑是掌握顾客需求的有用来源,但它也可能传播对目的地不利的评论。因此,利益相关者应努力管理好网络口碑,因为如果网络口碑传递的是积极的信息,那么它将有助于在冠状病毒大流行后促进旅游业的发展。本文通过确定后疫情时代影响顾客旅游意向的一个关键变量,对现有文献做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Electronic Word of Mouth, Attitude, Motivation, and Travel Intention in the Post-COVID-19 Pandemic
The COVID-19 pandemic has prompted individuals to spend more time searching for information on social media channels. Although most countries have entered a new normal, these channels still play a crucial role in people's decisions. Therefore, this paper aims to analyze the relationship between electronic word of mouth and the attitude, motivation, and travel intention of potential tourists. To achieve this objective, an online survey has gathered 431 valid responses for analysis. Structural equation modeling was employed to investigate the relationships between variables in the proposed model. We find evidence to show that eWOM positively affects potential tourists’ travel intentions, while attitude and motivation play positive mediating roles in the effect of eWOM on customers' travel intentions. These results suggest the received information from online reviews, along with optimistic attitudes and motivations, can promote potential tourists’ decisions. Moreover, while eWOM can be a useful source to grasp customers’ demands, it may also spread unfavorable reviews about the destination. Hence, stakeholders should try to well manage eWOM because if eWOM conveys positive messages, it can help boost tourism in the post-coronavirus pandemic. The paper contributes to the current literature by identifying a critical variable affecting customers’ travel intention during the post-pandemic era.
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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