Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

https://doi.org/10.35912/joste.v4i3.2183
Published: Jul 3, 2024

Abstract:

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions.

Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis.

Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results.

Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation.

Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations.

Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Keywords:
1. E-WOM
2. negative online review
3. positive online review
4. source credibility
5. travel intention
Authors:
1 . Mst Tasrin Jahan Akhi
Comilla University, Bangladesh
2 . Dr. Mohammad Amzad Hossain Sarker
Comilla University, Bangladesh
3 . Md Kawshar Jahan Fakir
Comilla University, Bangladesh
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How to Cite
Akhi, M. T. J., Sarker, D. M. A. H. ., & Fakir, M. K. J. (2024). Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 223–239. https://doi.org/10.35912/joste.v4i3.2183
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Issue & Section
Vol. 4 No. 3 (2023): May
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. international Journal of Marketing studies, 7(1), 126.

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  1. Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of destination marketing & management, 5(3), 192-201.
  2. Ahmad, F., & Guzmán, F. (2021). Negative online reviews, brand equity and emotional contagion. European Journal of Marketing, 55(11), 2825-2870.
  3. Al-Ja’afreh, A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(02), 183-193.
  4. Alam, A., Nofitri, D., & Ma'ruf, A. (2022). Halal Tourism Potential in Muslim Minority Areas (A Case Study in Indonesia). Journal of Sustainable Tourism and Entrepreneurship, 3(3), 127-138.
  5. Alsheikh, D. H., Abd Aziz, N., & Alsheikh, L. H. (2021). The impact of electronic word of mouth on tourists visit intention to Saudi Arabia: Argument quality and source credibility as mediators. African Journal of Hospitality, Tourism and Leisure, 10(4), 1152-1168.
  6. Azhar, M., Ali, R., Hamid, S., Akhtar, M. J., & Rahman, M. N. (2022). Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior. Future Business Journal, 8(1), 49.
  7. Babi? Rosario, A., De Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448.
  8. Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. international Journal of Marketing studies, 7(1), 126.
  9. Bell, E., Bryman, A., & Harley, B. (2022). Business research methods: Oxford university press.
  10. Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS quarterly, 805-825.
  11. Cam, L. N. T., Anh, T. T., Moslehpour, M., & Thanh, X. D. T. (2019). Exploring the impact of traditional and electronic word of mouth on travel intention. Paper presented at the Proceedings of the 2019 5th International Conference on E-Business and Applications.
  12. Cheng, X., Fu, S., Sun, J., Bilgihan, A., & Okumus, F. (2019). An investigation on online reviews in sharing economy driven hospitality platforms: A viewpoint of trust. Tourism management, 71, 366-377.
  13. Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248.
  14. Cheung, C. M., Lee, M. K., & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision: Springer.
  15. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
  16. Chu, S. C., & Chen, H. T. (2019). Impact of consumers' corporate social responsibility?related activities in social media on brand attitude, electronic word?of?mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453-462.
  17. Citroen, C. L. (2011). The role of information in strategic decision-making. International Journal of Information Management, 31(6), 493-501.
  18. Craciun, G., & Moore, K. (2019). Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects. Computers in Human Behavior, 97, 104-115.
  19. Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758-773.
  20. Elsaid, H., & Sayed, M. (2022). 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, 8(2), 129-153.
  21. Ernawati, N. (2021). Stimulus Iklan, Positive Electronic Word of Mouth (eWOM) dan Belanja Impulsif: Dampak Mediasi Motif Hedonis Pembelanja Online. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(3), 346-360.
  22. Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWom on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102-117.
  23. Fakir, M. K. J. (2023). Cyberbullying among University Students: A Study on Bangladeshi Universities. Journal of Social, Humanity, and Education, 3(2), 119-132.
  24. Fakir, M. K. J., & Miah, M. R. (2021). Factors Influencing E-WOMs in Restaurant Business: Evidence from Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 17-36.
  25. Farrukh, M., Shahzad, I. A., Sajid, M., Sheikh, M. F., & Alam, I. (2022). Revisiting the intention to travel framework in the perspective of medical tourism: The role of eWord-of-mouth and destination image. International Journal of Healthcare Management, 15(1), 28-35.
  26. Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.
  27. Fredrickson, B. L. (2004). The broaden–and–build theory of positive emotions. Philosophical transactions of the royal society of London. Series B: Biological Sciences, 359(1449), 1367-1377.
  28. Guo, X., & Pesonen, J. A. (2022). The role of online travel reviews in evolving tourists’ perceived destination image. Scandinavian Journal of Hospitality and Tourism, 22(4-5), 372-392.
  29. Hafsa, S. (2020). Economic contribution of tourism industry in Bangladesh: At a glance. Global Journal of Management And Business Research, 20(1), 29-38.
  30. Han, J., & Chen, H. (2022). Millennial social media users' intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review, 36(2), 340-357.
  31. Hawlader, M. R., Rana, M. M., Kalam, A., & Polas, M. R. H. (2022). Empowering workers’ involvement: Unveiling the dynamics of communication, recognition, productivity, and decision-making in the RMG sector. Journal of Sustainable Tourism and Entrepreneurship, 3(3), 195-215.
  32. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
  33. Hossa?n, B., & Wadood, S. N. (2020). Potential unexplored? Tourism and economic growth of Bangladesh. Journal of Tourismology, 6(1), 63-77.
  34. Hox, J. J., & Boeije, H. R. (2005). Data collection, primary vs. secondary. Encyclopedia of social measurement, 1(1), 593-599.
  35. Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.
  36. Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context.
  37. Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
  38. Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of destination marketing & management, 1(1-2), 134-143.
  39. Le, L. H., & Ha, Q.-A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912.
  40. Leong, L.-Y., Hew, T.-S., Ooi, K.-B., & Lin, B. (2019). Do electronic word-of-mouth and elaboration likelihood model influence hotel booking? Journal of computer information systems, 59(2), 146-160.
  41. Liao, H.-L., Huang, Z.-Y., & Liu, S.-H. (2021). The effects of negative online reviews on consumer perception, attitude and purchase intention: Experimental investigation of the amount, quality, and presentation order of eWOM. Transactions on Asian and Low-Resource Language Information Processing, 20(3), 1-21.
  42. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
  43. Liu, J., Zhang, H., Sun, J., Li, N., & Bilgihan, A. (2020). How to prevent negative online customer reviews: the moderating roles of monetary compensation and psychological compensation. International Journal of Contemporary Hospitality Management, 32(10), 3115-3134.
  44. Lu, J., & Bai, H. (2021). Information usefulness and attitude formation a double-dependent variable model (DDV) to examine the impacts of online reviews on consumers. Journal of Organizational and End User Computing (JOEUC), 33(6), 1-22.
  45. Manganari, E. E., & Dimara, E. (2017). Enhancing the impact of online hotel reviews through the use of emoticons. Behaviour & Information Technology, 36(7), 674-686.
  46. Mohamed, G. A., Alakhras, H. A., Khalil, R. A., & Mohamed, M. A. (2021). Role of tourism advertising campaigns in improving destination image. Journal of Sustainable Tourism and Entrepreneurship, 3(2), 75-88.
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