Title: Interactive eWOM, consumer engagement, loyalty, eWOM sharing, and purchase behaviour nexus: an integrated framework for tourism and hospitality industry

Authors: Mohammad Abuhjeeleh; Maher Odeh Falah Al-Shamaileh; Saaherah Basil Alkilany; Khaldoun Kanaan

Addresses: Faculty of Tourism and Hotel Management, Hotel Management Department, Yarmouk University, Irbid, 21110, Jordan ' Department of History and Islamic Civilization (Tourism Guidance), College of Arts, Science, and Information Technology, University of Khorfakkan, Sharjah, 00000, UAE ' Faculty of Tourism and Hotel Management, Hotel Management Department, Yarmouk University, Irbid, 21110, Jordan ' Department of Hotel and Tourism Sciences, Aqaba University College, Al-Balqa Applied University, AQABA, 77110, Jordan

Abstract: Businesses enterprises in the hospitality and tourism industry strives to attract and boost the number of patronisers. Managers in the industry have great thirst and quest for technological tools and approach to enhance communication and revenue. Interactive e-WOM as a modern tool by which interaction between enterprises and consumers can be enhanced is viewed a possible solution for sustainability. This study aims to provide an integrative review on the impact of Interactive e-WOM on tourist engagement and loyalty, and their subsequent impact on tourist knowledge or experience sharing behaviour and purchase intention. Results suggests that website features like interactive e-WOM contents serve as a trigger that initiates the process of tourist attitudinal and behavioural changes that culminates in positive behavioural intentions for the tourism and hospitality ventures. Interactive e-WOM content enhances consumers loyalty and engagement, which foster e-WOM sharing and purchase behaviour. Implications for theory and practice are prescribed.

Keywords: technology; engagement; loyalty; e-WOM; purchase intention; information sharing; hospitality and tourism.

DOI: 10.1504/IJSOI.2023.132351

International Journal of Services Operations and Informatics, 2023 Vol.12 No.3, pp.267 - 284

Received: 26 Nov 2022
Accepted: 13 Feb 2023
Published online: 18 Jul 2023 *

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