Research on Tourist’s Willingness of Conducting Online Word-of-mouth Communication Under Tourism Destination Context

DOI

10.2991/emle-18.2018.120How to use a DOI?

Keywords

tourism destination; online word-of-mouth communication; willingness

Abstract

Word-of-mouth communication has been widely investigated. Less is known on what drives the willingness of online word-of-mouth communication especially under tourism destination context. Scholars often equate motivation and willingness, and tend to define them theoretically; the connotation of willingness is broader than motivation. Through a survey of 243 tourists/potential tourists, this paper finds that tourists' willingness to disseminate online word-of-mouth communication is not only influenced by motivation involvement (traditional willingness factors), but also affected by marketing involvement and network involvement. The analysis of the empirical data shows supports for the application of online word of mouth theory in tourism.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Liu Xiaoyan
AU  - Zhao Jun
PY  - 2018/12
DA  - 2018/12
TI  - Research on Tourist’s Willingness of Conducting Online Word-of-mouth Communication Under Tourism Destination Context
BT  - Proceedings of the 4th International Conference on Economics, Management, Law and Education (EMLE 2018)
PB  - Atlantis Press
SP  - 645
EP  - 649
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-18.2018.120
DO  - 10.2991/emle-18.2018.120
ID  - Xiaoyan2018/12
ER  -