The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri

被引：28
|
作者：
Ishida, Koji [1 ]
Slevitch, Lisa [1 ]
Siamionava, Katia [1 ]
机构：
[1] Oklahoma State Univ, Sch Hotel & Restaurant Adm, Stillwater, OK 74078 USA
来源：
ADMINISTRATIVE SCIENCES | 2016年 / 6卷 / 04期
关键词：
destination image; electronic word-of-mouth; traditional word-of-mouth; word-of-mouth;
D O I：
10.3390/admsci6040012
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
The effects of integrated word-of-mouth (WOM), both traditional and electronic, on tourism products are yet to be fully investigated. The current study aims to assess the effects of and differences between traditional WOM and electronic WOM, between personal WOM and commercial WOM, and between positive and negative WOM on a destination image. Results of the study indicate that traditional WOM had a greater influence on destination image compared to electronic WOM. Personal traditional WOM had a greater influence on destination image compared to electronic personal WOM and commercial WOM. However, negative WOM exerted less influence on the destination's image compared to positive WOM while negative electronic WOM had a greater influence on destination image compared to negative traditional WOM.
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页数：17
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