The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri

Koji Ishida,Katia Siamionava,Lisa Slevitch

doi:10.3390/admsci6040012

Koji Ishida, Katia Siamionava + Show 1 more

Open Access

https://doi.org/10.3390/admsci6040012

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Journal: Administrative Sciences	Publication Date: Sep 28, 2016
Citations: 37	License type: CC BY 4.0

Affiliation: Oklahoma State University

Abstract

The effects of integrated word-of-mouth (WOM), both traditional and electronic, on tourism products are yet to be fully investigated. The current study aims to assess the effects of and differences between traditional WOM and electronic WOM, between personal WOM and commercial WOM, and between positive and negative WOM on a destination image. Results of the study indicate that traditional WOM had a greater influence on destination image compared to electronic WOM. Personal traditional WOM had a greater influence on destination image compared to electronic personal WOM and commercial WOM. However, negative WOM exerted less influence on the destination’s image compared to positive WOM while negative electronic WOM had a greater influence on destination image compared to negative traditional WOM.

Highlights

Destination image is a major factor influencing tourists’ choice of destination [1,2]
The results of the study support that traditional WOM has greater influence on destination image compared to electronic WOM (eWOM), including personal and commercial eWOM
In the category of personal WOM, traditional WOM had a greater effect on destination image compared to commercial eWOM; personal eWOM appeared to have smaller effect on destination image compared to commercial eWOM

Summary

Introduction

Destination image is a major factor influencing tourists’ choice of destination [1,2]. Destination image is a term widely accepted by marketing researchers and practitioners, and it plays an important role in travel decision-making processes [3]. The development of the destination image has a multi-dimensional nature and formation [4]. Tourists develop their destination image through exposure to information sources. Word-of-mouth (WOM) communication has been shown as the most influential and predominant resource of information in developing a destination image [2,5,6]. The power of WOM has been researched for several decades in the marketing field. Despite the importance of WOM in tourism destination choice, existing research in tourism is still limited [7]. Recent developments in electronic communication technology has led to the rise of electronic WOM (eWOM) which allows individuals to share their opinions and experiences with other individuals via electronic communication channels, such as e-mails, blogs, networks, chat rooms, online reviews, and websites with user-generated information—all of which have become powerful tools of promotion and communication decisions [8]

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