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Impact of word of mouth via social media on consumer intention to purchase cruise travel products

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  • Feng Ming Tsai
  • Tat-Dat Bui

Abstract

Social media has changed how tourists source and assess information about tourist products and destinations. Tourists can now easily share their travel experiences through text-based posts, photographs, and real-time videos on social media. Such word of mouth (WOM) allows tourists to focus on and develop an interest in diverse tourism experiences and efficiently interact with other travelers as reliable information sources. However, studies on the cruise industry remains scarce in this issue. Thus, this study examines the impact of travel information sourced from social media on consumers’ purchase intentions with WOM (WOM praise and WOM activities) as a mediating factor. The analysis employs a value-based adoption model derived from prospect theory and mental accounting theory from the perspective of benefit maximization (information reliability and enjoyment). Empirical data are collected (n = 305) using a survey. Structural equation modeling reveals that social media users’ WOM significantly influences consumers’ purchase intentions. That is, WOM increases the benefits of sourcing information on cruise travels from social media. Further, experience sharing through WOM significantly impacts consumers’ decision making. The study concludes with theoretical and practical implications.

Suggested Citation

  • Feng Ming Tsai & Tat-Dat Bui, 2021. "Impact of word of mouth via social media on consumer intention to purchase cruise travel products," Maritime Policy & Management, Taylor & Francis Journals, vol. 48(2), pages 167-183, February.
    • Handle: RePEc:taf:marpmg:v:48:y:2021:i:2:p:167-183
    DOI: 10.1080/03088839.2020.1735655
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    Cited by:

    1. Soren, Anup Anurag & Chakraborty, Shibashish, 2023. "The formation of habit and word-of-mouth intention of over-the-top platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    3. Xiyu Zhang & Min-Yen Chang & Mengqi Rong & Han-Shen Chen, 2023. "Navigating the Post-Pandemic Era: The Mediating Role of Relationship Quality and Perceived Value on Cruise Passengers’ E-WOM in Taiwan," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    4. Yuen, Kum Fai & Bin Saidi, Muhammad Syukri & Bai, Xiwen & Wang, Xueqin, 2021. "Cruise transport service usage post COVID-19: The health belief model application," Transport Policy, Elsevier, vol. 111(C), pages 185-196.

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