{"title":"电子口碑、COVID-19 大流行后的态度、动机和旅行意向","authors":"Le Thanh Tung, Duong Tien Ha My","doi":"10.29036/jots.v14i27.603","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":43795,"journal":{"name":"Journal of Tourism and Services","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Electronic Word of Mouth, Attitude, Motivation, and Travel Intention in the Post-COVID-19 Pandemic\",\"authors\":\"Le Thanh Tung, Duong Tien Ha My\",\"doi\":\"10.29036/jots.v14i27.603\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":43795,\"journal\":{\"name\":\"Journal of Tourism and Services\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2023-12-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Tourism and Services\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.29036/jots.v14i27.603\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Tourism and Services","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.29036/jots.v14i27.603","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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.