Exploring the Impact of Traditional and Electronic Word of Mouth on Travel intention

Abstract

Word of mouth has been treated as one of the most powerful marketing methods which can earn several times greater in terms of efficiency than traditional tools. The tourism sector in which most aspects are considered as intangible even highly concerns and evaluate this type of communication. This study aims to examine the differences, as well as the linkage Quantitative method, was applied with the distribution of questionnaires through both online and offline in Ho Chi Minh City. 256 usable and valid answers were analyzed through multiple tests such as EFA, CFA, and SEM to test the proposed hypotheses. The results do statistically support the impacts of electronic word of mouth on attitudes and travel intention, while traditional word of mouth is only evident with its influence on electronic word of mouth.