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 Pub Date : 2022-06-01 DOI:10.21608/ijaf.2023.132451.1042

Haidy Elsaid, M. Sayed

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Abstract

Purpose – Word of Mouth (WOM) is an important information source for consumers when making purchase decisions, especially in the tourism and hospitality industries, where it is difficult to evaluate intangible products before consumption. Consumers increasingly use online resources to share their experiences with goods and services, and to compare them to their substitutes. The growth of digital communication across social networks, webpages, and other platforms has generated a new approach to WOM, which is: Electronic Word of Mouth (eWOM). Objective – This paper aims to explore the impact of eWOM on the purchasing intentions of tourists in the tourism and hotel sectors, utilizing the Information Acceptance Model (IACM). Method – Data is collected through a web-based survey from customers who have experience with tourism and hotel organizations in Egypt via travel applications and websites. The questionnaire was designed based on (IACM) Model. A total of 233 valid forms were received electronically and were statistically analyzed. Structural

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电子口碑对旅游和酒店业游客购买意愿的影响

目的——口碑(Word of Mouth, WOM)是消费者做出购买决策时的重要信息来源，尤其是在旅游和酒店行业，在消费之前很难对无形产品进行评估。消费者越来越多地使用在线资源来分享他们对商品和服务的体验，并将其与替代品进行比较。社交网络、网页和其他平台上的数字通信的增长产生了一种新的口碑传播方式，即电子口碑传播(edom)。目的-本文旨在利用信息接受模型(Information Acceptance Model, IACM)探讨eWOM对旅游和酒店行业游客购买意愿的影响。方法-数据是通过基于网络的调查收集的，调查对象是通过旅游应用程序和网站对埃及的旅游和酒店组织有经验的客户。问卷设计基于(IACM)模型。通过电子方式收到的有效表格共233份，并进行了统计分析。结构

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International Academic Journal Faculty of Tourism and Hotel Management

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