Predicting Romanian tourism e-WOM intentions using value and personality theories

Abstract

PurposeThe tourism industry has a huge potential, and the return to its state prior to the COVID-19 pandemic is a large stake for any economy. Tourism e-WOM is an important contributor towards attracting visitors and choosing tourism destinations. Drawing from the value and personality theories, the aim of this study is to investigate the factors determining e-WOM intentions in tourism.Design/methodology/approachBased on a sample of 469 responses collected online from a random sample of Romanians and using partial least squares structural equation modelling, the authors hereby analyze the influence of economic, emotional, social and altruistic values on e-WOM intentions, and the moderating effects of the big five personality traits (openness, conscientiousness, extraversion, agreeableness and neuroticism) on this relationship.FindingsThe results of the study revealed that except economic value, all the exogenous (emotional, social and altruistic) values have a positive influence on the e-WOM intentions. However, the study further suggested that the big five personality traits do not moderate the relationship between the value factors and e-WOM intentions.Research limitations/implicationsThe influence of perceived value will be useful for building a stout marketing strategy and to describe e-WOM behaviour among Romanians.Practical implicationsTourism service providers can promote their services by stressing the various types of value bestowed by their offers.Originality/valueAlthough inspired by existing research, the current study is original in that the model used has not yet been proposed before, all the more so for the particular case of the tourism industry.