Who is an evangelist? Food tourists’ positive and negative eWOM behavior

Abstract

PurposeThis study aims to examine food tourists’ engagement in positive and negative electronic word-of-mouth (eWOM) by considering the following questions: Do satisfied customers engage in advocacy, and do dissatisfied customers make the same effort to spread their negative experiences? Which restaurant experience attributes influence eWOM behavior? What demographic and psychographic characteristics contribute to advocacy?Design/methodology/approachUsing data from an online survey of 456 consumers with restaurant experience in the tourism context, this study applied simultaneous Tobit estimation to examine the research hypotheses.FindingsEngagement in negative eWOM because of poor experiences was stronger than engagement in positive eWOM because of positive experiences. Food taste was a critical attribute for both positive and negative eWOM. Authenticity was influential for positive eWOM only, and value was influential for negative eWOM only. Atmosphere, service and location were found to be insignificant, indicating that they are ‘indifferent’ factors for eWOM in the food tourism context. Female customers were more active in negative advocacy, while Generation Y customers were more active in positive advocacy. Food involvement was significantly related to both positive and negative eWOM.Research limitations/implicationsThe results of this study provide useful marketing and service insights for restaurant managers in the digitally connected world, enabling them to formulate services based on factors critical for restaurant eWOM in the tourism context.Originality/valueTo fill a gap in the current literature in the era of digital marketing, this study takes a comprehensive yet industry-specific perspective on eWOM engagement by examining demographic factors and the food involvement of consumers as well as restaurant experience attributes. By investigating both positive and negative eWOM, this study presents meaningful practical and theoretical implications.