Using travel blogs to examine the postconsumption behavior of tourists

2012 ◽  
Vol 18 (3) ◽  
pp. 207-219 ◽  
Author(s):  
Carmela Bosangit ◽  
Juline Dulnuan ◽  
Miguela Mena
Keyword(s):  
Discourse Analysis ◽  
Identity Construction ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Destination Image ◽  
Self Presentation ◽  
Valuable Source ◽  
Travel Experience ◽  
Word Of Mouth Communication ◽  
Source Of Information

This study proposes that travel blogging has become part of tourist practices, particularly in the postconsumption stage. Travel blogs serve as platforms where tourists can remember, evaluate, store, and enrich their travel experiences. Extant literature has recognized travel blogs as a valuable source of information on tourists’ activities, perceptions of destinations, and word-of-mouth communication. This study suggests that an examination of travel blogs, looking at how tourists reconstruct their travel experiences and the actions behind the blogging, can provide a deeper understanding of the postconsumption behavior of tourists. Recent tourist experience models have emphasized that the postconsumption stage of a travel experience extends beyond the evaluation of the experience by the tourist. In this study, the discourse analysis of travel blogs by 19 British long-haul and multiple-destination travelers reveals three common actions behind travel blogging: representing places, acts of self-presentation, identity construction, and “othering.” The analysis shows bloggers employing linguistic techniques and self-presentation strategies in their travel narratives. Implications of the key findings for marketing strategies and destination image are discussed.

Using networked narratives to understand internet book reviews in online communities

2014 ◽  
Vol 32 (1) ◽  
pp. 17-30 ◽  
Author(s):  
Yun Kuei Huang ◽  
Wen I. Yang
Keyword(s):  
Online Communities ◽  
Information Exchange ◽  
Online Community ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Community Members ◽  
Content Type ◽  
Word Of Mouth Communication ◽  
Selection Of

Purpose – The aim of this paper was to investigate word-of-mouth communication behavior and other interactions between bloggers writing book testimonials and their community of readers in order to develop a method and strategy for enhancing word-of-mouth communication about books. Design/methodology/approach – This study conducted a netnographic investigation to explore word-of-mouth communication and interactions about new books between bloggers and their community of readers. Netnography is a qualitative approach for exploring the information exchange among online community members. Findings – It was found that personality traits, testimonials, and the responses of community readers to bloggers affected word-of-mouth related to books. Exposure to testimonials with commercial characteristics will not necessarily hinder the word-of-mouth about books. Practical implications – These results may provide a reference for publishers or related businesses that sell books or products via blogs during the planning of their marketing strategies. Originality/value – Businesses value the effects of online communities on marketing communication. This study provides insights into the communication between bloggers and their community of readers by demonstrating how word-of-mouth affects the promotion of books. This could facilitate the selection of relevant recommendations by management.

scholarly journals SLOW TOURISM CONSUMERS’ RECOMMENDATIONS

TEME ◽  
2021 ◽  
pp. 1429
Author(s):  
Dražen Marić ◽  
Ksenija Leković ◽  
Slavica Tomić
Keyword(s):  
Interpersonal Communication ◽  
Information And Communication Technologies ◽  
Word Of Mouth ◽  
Communication Technologies ◽  
Face To Face ◽  
Reliable Source ◽  
Information And Communication ◽  
The Republic ◽  
Word Of Mouth Communication ◽  
Source Of Information

Tourism represents a sector in an economy within which consumers – tourists – readily share their personal impressions, thoughts, attitudes and experiences regarding a tourist offer. They do it through interpersonal communication, both face to face, i.e. offline, and with the aid of contemporary information and communication technologies, i.e. online. Such communication, referred to as Word of Mouth communication - WOM in Marketing literature, is considered to be the most reliable source of information about products and services. This paper presents the results of the research which links a special form of tourism – slow tourism with consumer motivations and one of the main outcomes of travel – consumer recommendations. The main aim of the study is to explore the influence of motivations on consumer recommendations as one of the outcomes of slow travel. Recommendations refer to interpersonal communication which is generated independently of business and occurs spontaneously between the consumers. The research was conducted on a sample of 320 respondents in the Republic of Serbia at the end of 2017. The data were analysed by one-factor analysis of variance (ANOVA).

The Use of Photographs on Consumer Generated Content Websites

2010 ◽  
pp. 243-260 ◽  
Author(s):  
Doris Schmallegger ◽  
Dean Carson ◽  
Damien Jacobsen
Keyword(s):  
Web 2.0 ◽  
Strong Influence ◽  
Word Of Mouth ◽  
Destination Image ◽  
Marketing Communications ◽  
Substantial Contribution ◽  
Market Penetration ◽  
Source Of Information

Word-of-mouth is an important source of information for tourists making decisions about what destinations to visit. Word-of-mouth has a strong influence on shaping the image of a destination, particularly for remote destinations which are in part characterised by limited market penetration in terms of more formal marketing communications. There has been some research situating consumer generated content in Web 2.0 applications as word-of-mouth that has the potential to influence destination images for some destinations and among some markets. Less attention has been paid to consumer generated photographs although photographs and other non-text media are becoming increasingly pervasive on Web 2.0 websites. This chapter argues that photographs make a substantial contribution to word-of-mouth exchange online, and that there is a need for tools to help destinations interpret photographic content. Mapping photographs to Echtner and Ritchie’s (1993) destination image framework is one approach that shows some promise as it allows for comparison between the images projected by marketing bodies and consumers.

Paremiological wealth of the language of the Slovakian Rusins. Component composition and semantic features

Rusin ◽  
2021 ◽  
pp. 240-254
Author(s):  
M. Čižmarova ◽  
Keyword(s):  
Word Of Mouth ◽  
Component Composition ◽  
Semantic Features ◽  
Valuable Source ◽  
Current State ◽  
World Outlook ◽  
The World ◽  
The Rich ◽  
Historical Past ◽  
Source Of Information

The article draws attention to the current state of study of Rusin phraseology and paremiology in Slovakia and analyzes the most important works from the 1950s to this day. These works are the most valuable source of information about the residents of the region, the world around them, their culture, world outlook, customs, stereotypes and historical past. The following books are presented: E. Nedzelsky’s The Nation’s Word of Mouth. Proverbs – Sayings – Incantations – Riddles – Sayings of Transcarpathia, Y. Tsyhra and I. Lehdan’s People Will Say How to Tie It, M. Mushynka’s From the Depths of Ages. Anthology of Oral Folk Art of Presov Region, N. Warhol and A. Ivchenko’s Phraseological Dictionary of Lemko Dialects of Eastern Slovakia, M. Schmaida’s “... And I am also wishing you...”, J. Warhol’s Calendar and Family Ritual of Ukrainians of Slovakia, and A. Galgashov’s Struzhnitsky Walkways. The rich factual phraseological material of the Slovakian Rusins has been accumulated by scholars for decades, and a significant part of it remains in the manuscripts of the Museum of Ukrainian Culture in Svidník. Numerous dialect phrases were published in the pages of local periodicals – Nove Zhytja, Dukla and the magazine Druzhno Vpered. The author investigates paremias with animalistic and phytonymic components, as well as paremias with components – names of food and food products.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

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