Factors influencing e-word-of-mouth adoption among consumers availing travel services
by Sanjay Kumar Singh; Lalit Mohan Kathuria
International Journal of Tourism Policy (IJTP), Vol. 9, No. 2, 2019

Abstract: Globally, digital tools are increasingly being used for planning travel services. Prospective travellers have found a new way of gaining information through electronic word-of-mouth (e-WOM). Online travel portals comprise a majority of the digital commerce share. A large number of consumers now read e-WOM information before purchasing the product or service. This study was undertaken to explore the use of e-WOM information, and to examine the adoption of e-WOM information among consumers availing travel services. Data were collected from 240 respondents of three Indian cities using a structured questionnaire. Analysis was undertaken using exploratory factor analysis, and multiple linear regression. The study highlighted that respondents use online reviews for gaining information about travel destination, selecting the place of destination, choosing hotels and the place(s) to eat, etc. Consumers opined that using online reviews reduced the chance of making a bad decision about pleasure trips, and helped them plan trips in a better way. Factors like 'attitude', 'perceived usefulness', 'perceived risk', and 'perceived value' significantly influence e-WOM adoption among consumers.

Online publication date: Mon, 30-Sep-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Tourism Policy (IJTP):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com