Abstract
This study employs structural equation model that establishes the effect of face-to-face word of mouth and electronic word of mouth directly on homestay tourists’ behaviour intention or through homestay image and attitude. Total 521 valid questionnaires are collected both online and offline. Analysis was performed using SPSS and Mplus7.0. The results illustrate that face-to-face word of mouth has no significant influence on homestay image, attitude and tourists’ behaviour intention while electronic word of mouth has a great effect on them. The homestay image and attitude which play mediating roles in the model also have significant impact on behaviour intention. Further practical implications of the study are discussed along with recommendations for future development of the homestay word of mouth management and marketing.
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