The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting branson, missouri

Koji Ishida; Lisa Slevitch; Katia Siamionava

doi:10.3390/admsci6040012

The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting branson, missouri

Koji Ishida, Lisa Slevitch, Katia Siamionava

Research output: Contribution to journal › Article › peer-review

39 Scopus citations

Abstract

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.

Original language	English (US)
Article number	12
Journal	Administrative Sciences
Volume	6
Issue number	4
DOIs	https://doi.org/10.3390/admsci6040012
State	Published - Dec 2016
Externally published	Yes

Keywords

Destination image
Electronic word-of-mouth
Traditional word-of-mouth
Word-of-mouth

ASJC Scopus subject areas

General Business, Management and Accounting

Access to Document

10.3390/admsci6040012

Cite this

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title = "The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting branson, missouri",

abstract = "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{\textquoteright}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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doi = "10.3390/admsci6040012",

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AU - Slevitch, Lisa

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PY - 2016/12

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AB - 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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The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting branson, missouri

Abstract

Keywords

ASJC Scopus subject areas

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