The impact of electronic word-of-mouth (e-WOM) on tourist purchase intention: a comparative study of the Indian and Vietnamese tourism industries

被引：0
|
作者：
Jyoti [1 ]
Tran, Thi-Hoang-Anh [2 ]
Kumar, Jitender [1 ]
机构：
[1] Maharshi Dayanand Univ, Inst Management Studies & Res, Rohtak, India
[2] Can Tho Univ, Sch Social Sci & Humanities, Can Tho, Vietnam
来源：
GLOBAL KNOWLEDGE MEMORY AND COMMUNICATION | 2024年
关键词：
Electronic word of mouth (e-WOM); Purchase intention; Tourism industry; Indian tourism; Vietnamese tourism; Cultural differences; ONLINE CONSUMER REVIEWS; SOCIAL MEDIA; USER REVIEWS; EWOM; HOSPITALITY; TRUST; PLATFORMS; ATTITUDE; ISSUES;
D O I：
10.1108/GKMC-12-2023-0497
中图分类号：
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号：
1205 ; 120501 ;
摘要：
Purpose - Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical dimensions of e-WOM and examines their effects on tourist purchase intentions in India and Vietnam, seeking to determine whether these impacts vary significantly between the two markets. Design/methodology/approach - Using a robust methodological framework, the research integrates factor analysis, structural equation modelling and t-tests to analyze the data collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires. Findings - The analysis identifies three key dimensions of e-WOM - quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both countries. Notably, the study uncovers distinct cross-cultural variations in this impact. Originality/value - This investigation contributes to the existing literature by spotlighting the differential effects of e-WOM in the Indian and Vietnamese tourism sectors, thereby providing valuable insights for industry stakeholders aiming to capitalize on e-WOM in varied cultural contexts.
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页数：23
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