The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors
Elsaid, H., Sayed, M. (2022). The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors. EKB Journal Management System, 8(2), 129-153. doi: 10.21608/ijaf.2023.132451.1042
Haidy Elsaid; Mohammed Sayed. "The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors". EKB Journal Management System, 8, 2, 2022, 129-153. doi: 10.21608/ijaf.2023.132451.1042
Elsaid, H., Sayed, M. (2022). 'The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors', EKB Journal Management System, 8(2), pp. 129-153. doi: 10.21608/ijaf.2023.132451.1042
Elsaid, H., Sayed, M. The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors. EKB Journal Management System, 2022; 8(2): 129-153. doi: 10.21608/ijaf.2023.132451.1042

The Impact of Electronic Word-of-Mouth (eWOM) on the Tourists’ Purchasing Intentions in Tourism and Hotel Sectors

International Academic Journal Faculty of Tourism and Hotel Management
Volume 8, Issue 2, 2022, Page 129-153  XML PDF (375.26 K)
Document Type: Original Article
DOI: 10.21608/ijaf.2023.132451.1042
View on SCiNiTO View on SCiNiTO
Authors
Haidy Elsaid email 1; Mohammed Sayed2
1Tourism Studies Department, Faculty of Tourism and Hotel Management. Helwan University.
2Hotel Management Department, Faculty of Tourism & Hotel Management, Helwan University.
Abstract
Purpose – Word of Mouth (WOM) is an important information source for consumers when making purchase decisions, especially in the tourism and hospitality industries, where it is difficult to evaluate intangible products before consumption. Consumers increasingly use online resources to share their experiences on goods and services, and to compare them to their substitutes. The growth of digital communication across social networks, webpages, and other platforms has generated a new approach of WOM, which is: Electronic Word of Mouth (eWOM).
Objective – This paper aims to explore the impact of eWOM on the purchasing intentions of tourists in tourism and hotel sectors, utilizing the Information Acceptance Model (IACM).
Method – Data is collected through a web-based survey from customers who have experience with tourism and hotel organizations in Egypt via travel applications and websites. The questionnaire designed based on (IACM) Model. A total of 233 valid forms were received electronically and were statistically analyzed. Structural equation modelling was used to investigate the hypothesized correlations.
Findings – This study highlights the importance of consumers' behaviors towards information as well as the characteristics of information. These findings will provide marketers with a framework to understand the impact of eWOM in travel apps and websites on tourists' purchasing intentions. There was a significant impact on management by explaining the limitations of eWOM information for travel applications and websites. Therefore, the results of this study would enable marketers to understand the dynamics of eWOM on companies' networks and develop better eWOM marketing strategies.
Keywords
Electronic Word of Mouth (eWOM); Purchasing Intentions; Hotel; Tourism
Statistics
Article View: 453
PDF Download: 1,028