scholarly journals Influence of Consumer Engagement on Word-of-Mouth: Empirical Evidence from the Tourism Industry in Vietnam

2021 ◽  
Vol 8 (1) ◽  
pp. 101-116
Author(s):  
Nguyen Le Ngoc Tram
Keyword(s):  
Empirical Evidence ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Consumer Engagement

scholarly journals The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry

2021 ◽  
Vol 13 (5) ◽  
pp. 2783
Author(s):  
Jinsoo Hwang ◽  
Kwang-Woo Lee ◽  
Seongseop (Sam) Kim
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Brand Preference ◽  
Theoretical Understanding ◽  
Dominant Orientation ◽  
Antecedents And Consequences

This study examined the antecedents and consequences of rapport between customers and salespersons in the context of duty-free shops. Specifically, this study proposed six sub-dimensions of service-dominant orientation (i.e., relational, ethical, individuated, empowered, concerted, and developmental interactions). These dimensions have a positive influence on rapport. In addition, rapport is hypothesized to aid in the formation of customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. Data were collected from 649 Chinese shoppers who have purchased a product in a Korean duty-free shop. In addition, this study employed confirmatory factor analysis to check the adequacy of the measurement items and structural equation modeling to test 11 hypotheses. Data analysis results indicated that five sub-dimensions of service-dominant orientation, excluding individuated interaction, play an important role in the formation of rapport. Furthermore, rapport has a positive effect on customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. The findings of this study offer valuable insights for managers of duty-free stores into the most effective methods for managing their operations and providing an appropriate blend of products. Furthermore, this paper contributes to theoretical understanding in this area by improving the acceptability of a commonly believed shopper behavior model.

How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: the perception of a potential tourist in Japan and Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ida Bagus Putu Purbadharmaja ◽  
Putu Yudi Setiawan ◽  
Toshikatsu Hayashi ◽  
Anak Agung Bagus Putu Widanta
Keyword(s):  
Peer Review ◽  
Word Of Mouth ◽  
Structural Model ◽  
Developed Countries ◽  
Tourism Industry ◽  
Online Discussions ◽  
Theory And Practice ◽  
Destination Image ◽  
Electronic Word Of Mouth ◽  
Content Type

PurposeThe purpose of the paper is to analyze the different results between the effects of electronic word of mouth (e-WOM) on the perception of potential tourist in Japan and Indonesia regarding destination image, destination trust, satisfaction and their intention to visit.Design/methodology/approachThis research method is a structural model. Based on the existing literature review, several variables were obtained which were then analyzed by WarpPLS 6.0 software. The sampling method applied in this study is the purposive sampling technique. Samples of 200 potential tourists were collected in Indonesia and 100 potential tourists were collected in Japan. The population in this study was a potential tourist in Indonesia and Japan, with the following criteria: An Indonesian citizen, age between 19 and 60 years, who has never visited Japan and a Japanese citizen who has never visited Indonesia and have ever read or conduct online discussions regarding Japan and Indonesia as a tourist destination.FindingsThe results of the analysis of the two respondents in Japan and Indonesia prove that e-WOM has a positive effect on the image of the destination and intention to visit but not on the confidence of the destination. Destination image was also proven to significantly mediate the influence of e-WOM on intention to visit. These findings bring important implications for the theory and practice of tourism marketing.Originality/valueTheoretically, the result could be used as a reference for further research about the comparison between the effect e-WOM on destination image, destination trust and intention to visit of potential tourist in developed countries and developing countries. Practically, the result could be used as a consideration for the tourism industry and authority in both countries when formulating the destination marketing strategy.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2019-0111

scholarly journals ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

2021 ◽  
Vol 36 (2spl) ◽  
pp. 597-602
Author(s):  
Demoz AREFAYNE ◽  
◽  
Leake LEGESSE ◽  
Daniel ALEMSHET ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Quantitative Study ◽  
Study Design ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Sales Promotion ◽  
Public Relation ◽  
Regional State ◽  
Promotional Strategy

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

The Fateful First Consumer Review

2021 ◽  
Author(s):  
Sungsik Park ◽  
Woochoel Shin ◽  
Jinhong Xie
Keyword(s):  
Empirical Evidence ◽  
Word Of Mouth ◽  
Consumer Review ◽  
Online Word Of Mouth ◽  
The Impact

This paper presents theory and empirical evidence on the impact of the first consumer review on the evolution of online word of mouth and the fate of the product.

Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kesha K. Coker ◽  
Richard L. Flight ◽  
Dominic M. Baima
Keyword(s):  
Conceptual Model ◽  
Digital Video ◽  
Word Of Mouth ◽  
Positive Word ◽  
Consumer Engagement ◽  
Content Type ◽  
Narrative Transportation ◽  
Advance Theory ◽  
Digital Engagement ◽  
Positive Word Of Mouth

PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

The Importance of Social Media in Destination Choice

2021 ◽  
pp. 119-134
Author(s):  
Neslihan Cavlak
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Destination Choice ◽  
Electronic Word Of Mouth ◽  
Negative Effects ◽  
Goods And Services ◽  
Marketing Activities ◽  
Use Of The Internet ◽  
Short Time

The widespread use of the internet by individuals has brought companies to carry out their marketing activities on social media. Destinations offer goods and services for their customers, just like the companies. They present different kinds of tourism products under their brands. The aim of the destinations is to satisfy their customers' needs and wants. Modern tourists want to choose the best destinations that meet their needs in a short time. This chapter aims to present and discuss conceptually the significance of social media in destination choice of tourists. Therefore, the concept of social media, the relation between social media and the tourism industry, word-of-mouth and electronic word-of-mouth are discussed. Destination choice, the positive and negative effects of electronic word-of-mouth in the tourism industry is also discussed in this chapter. Moreover, a literature review about social media and tourists' destination choice has also been provided.

scholarly journals Diffusion of sustainability and CSR discourse in hospitality industry

2019 ◽  
Vol 31 (6) ◽  
pp. 2564-2581 ◽  
Author(s):  
Bengi Ertuna ◽  
Mine Karatas-Ozkan ◽  
Sibel Yamak
Keyword(s):  
Empirical Evidence ◽  
Family Business ◽  
Institutional Logics ◽  
Tourism Industry ◽  
Positive Contribution ◽  
Local Conditions ◽  
Standard Format ◽  
Content Type ◽  
Sustainability Practices ◽  
Critical Writings

Purpose The authors’ focus is on the way in which sustainability and corporate social responsibility (CSR) discourses and practices emerge in the collaboration of multinational companies (MNCs) with the local hotels in developing country contexts. This paper aims to identify the prevailing institutional orders and logics that bring about CSR and sustainability discourse in tourism industry in Turkey. It also investigates how and to what extent the CSR and sustainability practices align with the local institutional logics and necessities. Design/methodology/approach Empirical evidence is generated through case studies covering Hilton Worldwide Holdings Inc. (Hilton), its Turkish subsidiary and a local hotel chain to ensure data triangulation. Primary data were collected through interviews with the executives of the selected case hotels, which was supported by extensive secondary data. Findings Some components of CSR and sustainability logics developed in the headquarters diffuse into local affiliate hotel, not all. Local affiliate hotels seek to acquire local legitimacy in their host environment, despite a standard format imposed by their headquarters. Local necessities and priorities translate themselves into such initiatives in a very limited way in the affiliates of the Hilton where there is mostly a top-down approach. Similar approach has also been observed in the case of the local hotel which is part of a family business group. Family’s values and family business headquarter shape the CSR and sustainability strategy and the logics reflecting the local component. Research limitations/implications This paper addresses a theoretical and empirical gap by demonstrating the role of MNCs in the diffusion of sustainability and CSR practices, as acknowledged by Forcadell and Aracil (2017). The authors contribute to the critical writings about the positive impact of CSR and sustainability in the context of the MNCs and their subsidiaries, which is not substantiated due to limited empirical evidence. In addition to these contributions to the CSR and sustainability literatures in tourism and hospitality domains, the authors add to the institutional theory by demonstrating the link between institutional orders and institutional logics. They also show the multiplicity of logics that emanate from the differences of logics developed in the headquarters (centrally imposed) and local affiliate organizations (context-specific) and contribute to theory by highlighting tensions. Practical implications This study appeals to management teams and executives of hotels dealing with these issues of tailoring of CSR practices to local necessities. The authors do not only raise awareness of this consciousness but also demonstrate practical application of some of these strategies and prioritization by detecting market specificities and distinctive societal needs. Hotel managers should resist against the headquarter- or family business-driven uniform approach to CSR and sustainability and reflect on corporate policies through checking isomorphic tendencies. This entails being cognizant of local conditions and necessities and respond to them in a flexible and accommodating way. It involves engaging with a full spectrum of stakeholders, including the leadership in headquarters as well as local organizations (e.g. NGOs, suppliers, etc.) and other institutional forces (e.g. state) to align their sustainability and CSR practices with the locally dominant logics. Managers should be aware of certain logics governing CSR and sustainability practices; some of these logics might be constraining critical thinking and innovative practices. Social implications Managers should be proactive in interpreting different institutional logics and process them through critical reflection and boundary spanning and mapping of new opportunities. Moreover, MNC hotel executives should be aware of the limitations of a blanket approach toward CSR and sustainability and increase their sensitivity toward local conditions. Originality/value Through this study, the authors are able to add further value to the critical writings about the positive contribution of CSR and sustainability in the context of the MNCs and their subsidiaries, which is not substantiated due to limited empirical evidence.

scholarly journals A retrospective view of electronic word-of-mouth in hospitality and tourism management

2018 ◽  
Vol 30 (1) ◽  
pp. 313-325 ◽  
Author(s):  
Stephen W. Litvin ◽  
Ronald E. Goldsmith ◽  
Bing Pan
Keyword(s):  
Word Of Mouth ◽  
Tourism Industry ◽  
Major Influence ◽  
Electronic Word Of Mouth ◽  
Mobile Media ◽  
Media Campaigns ◽  
Content Type ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry ◽  
The Impact

Purpose The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions. Design/methodology/approach The paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination. Findings The authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future. Practical implications The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses. Originality/value eWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.

Understanding customer-customer rapport in a senior group package context

2019 ◽  
Vol 31 (5) ◽  
pp. 2187-2204 ◽  
Author(s):  
Jinsoo Hwang ◽  
JungHoon (Jay) Lee
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Service Marketing ◽  
The Elderly ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Service Facility ◽  
Content Type ◽  
Customer Perceptions ◽  
Package Travel

Purpose As the elderly population in Korea grows, sales of travel packages for elderly people are also increasing. Senior tourists should spend much time with other tourists because of the nature of package travel. Thus, the purpose of this paper is to investigate the significance of rapport with other tourists in the elderly tourist context. Specifically, the current study examined the relationship between other customer perceptions and rapport with other tourists. In addition, this study investigated the influences of rapport with other tourists on tour quality, tour satisfaction and word-of-mouth. Design/methodology/approach This paper collected data from 411 elderly tourists in Korea and conducted a structural equation modeling analysis to test nine hypotheses. Findings Physical appearance and suitable behavior positively affect rapport with other tourists and thus aid in increasing tour quality, tour satisfaction and word-of-mouth. Originality/value In service marketing, there is a general consensus that customers are influenced by other customers who use the same service facility because they recognize other customers as the environment of the service facility. The concept of other customer perceptions was applied to tourism marketing in this study in combination with another understudied concept, rapport. This study is one of the first, as per the authors’ knowledge, to apply those important concepts to the tourism industry in particular, although there has been a considerable body of research in the service marketing field. Consequently, the findings of this paper would be meaningful and useful for travel agencies when developing a marketing strategy to enhance rapport between tourists.

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