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The influence of eWOM credibility on visit intention: An integrative moderated mediation model

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  • Nechoud, Lamia
  • Ghidouche, Faouzi
  • Seraphin, Hugues

Abstract

Purpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages. Methods: The research hypotheses were tested according to structural equations modelling and Hayes procedure, which made it possible to study simultaneously and rigorously the mediating and moderating effects, and to have a clear view on the model fittness. Results: The results indicate that the mediation links of the destination image on the relationship between perceived credibility and intention to visit a destination, are moderated by the susceptibility of the eWOM (the comments generated by Internet users or the sharing of tourists' experiences on Facebook). This study also indicates that the relationship between the perceived credibility of the eWOM and the intentions to visit a destination is mediated by the usefulness of the eWOM messages and the destination image. Implications: Tourism practitioners seeking to attract tourists can use the eWOM as a communication technique for product and/or service recommendations. Given the powerful influence of the eWOM, it should not be ignored or misused, but managed to improve the effectiveness of marketing strategies in hospitality, tourism and travel.

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  • Nechoud, Lamia & Ghidouche, Faouzi & Seraphin, Hugues, 2021. "The influence of eWOM credibility on visit intention: An integrative moderated mediation model," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 54-63.
    • Handle: RePEc:zbw:espost:230515
    DOI: 10.5281/zenodo.4521314
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    Cited by:

    1. Bui, Trong Tien Bao, 2022. "An evaluation of the new tourist behavior model based on the extended theory of planned behavior," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 48-57.
    2. Manosso, Franciele Cristina & Domareski Ruiz, Thays Cristina, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 16-27.
    3. Scholtz, Marco & De Ridder, Kaat, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 28-37.
    4. Kankam-Kwarteng, Collins & Sarpong, Appiah & Amofah, Ofosu & Acheampong, Stephen, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 8-48.
    5. Yağmur, Yenal & Aksu, Akın, 2022. "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 27-37.
    6. Nikolaos Misirlis & Marjon Elshof & Maro Vlachopoulou, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," Post-Print hal-03381355, HAL.
    7. Marco Scholtz & Kaat de Ridder, 2021. "Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers," Post-Print hal-03373987, HAL.
    8. Collins Kankam-Kwarteng & Appiah Sarpong & Ofosu Amofah & Stephen Acheampong, 2021. "Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation," Post-Print hal-03376959, HAL.
    9. Thees, Hannes & Störmann, Elina & Thiele, Franziska & Olbrich, Natalie, 2021. "Shaping digitalization among German tourism service providers: Processes and implications," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 3-15.
    10. Hannes Thees & Elina Störmann & Franziska Thiele & Natalie Olbrich, 2021. "Shaping digitalization among German tourism service providers: Processes and implications," Post-Print hal-03373971, HAL.
    11. Misirlis, Nikolaos & Elshof, Marjon & Vlachopoulou, Maro, 2021. "Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7, pages 49-57.
    12. Cristina Franciele & Thays Christina Domareski Ruiz, 2021. "Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review," Post-Print hal-03373984, HAL.

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    More about this item

    Keywords

    perceived credibility; eWOM susceptibility; perceived usefulness; intention to visit; destination image;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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