Impact of word of mouth via social media on consumer intention to purchase cruise travel products

Abstract

ABSTRACT Social media has changed how tourists source and assess information about tourist products and destinations. Tourists can now easily share their travel experiences through text-based posts, photographs, and real-time videos on social media. Such word of mouth (WOM) allows tourists to focus on and develop an interest in diverse tourism experiences and efficiently interact with other travelers as reliable information sources. However, studies on the cruise industry remains scarce in this issue. Thus, this study examines the impact of travel information sourced from social media on consumers’ purchase intentions with WOM (WOM praise and WOM activities) as a mediating factor. The analysis employs a value-based adoption model derived from prospect theory and mental accounting theory from the perspective of benefit maximization (information reliability and enjoyment). Empirical data are collected (n = 305) using a survey. Structural equation modeling reveals that social media users’ WOM significantly influences consumers’ purchase intentions. That is, WOM increases the benefits of sourcing information on cruise travels from social media. Further, experience sharing through WOM significantly impacts consumers’ decision making. The study concludes with theoretical and practical implications.