Advancing the understanding of electronic word of mouth influence in destination choice

Aaron Tham; Glen Croy; Judith Mair

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Advancing the understanding of electronic word of mouth influence in destination choice

Conference paper

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Advancing the understanding of electronic word of mouth influence in destination choice

Aaron Tham, Glen Croy and Judith Mair

Proceedings of the 2012 Council for Australian University Tourism and Hospitality Education Conference, pp.604-608

Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference: New Golden Age of Tourism and Hospitality, 2012 (Melbourne, Australia, 06-Feb-2012–09-Feb-2012)

Council for Australasian University Tourism and Hospitality Education

2012

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Abstract

Tourism

social media

consumer behaviour

tourism decision-making

electronic word of mouth

destination choice

Destination choice, as the stage of evaluating alternative destinations for travel, is influenced by a range of sources (Crompton, 1992; Decrop & Snelders, 2005; Hyde & Laesser, 2009; Seddighi & Theocharous, 2002; Woodside & Lysonski, 1989). Existing studies have predominantly presented these influences on destination choice as including organic agents, media and word of mouth (WOM) (Croy, 2010; Gartner, 1993; Molina & Esteban, 2006; Moyle & Croy, 2009). These organic agents are taken to have high levels of credibility and therefore influence in forming perceptions of potential destinations and the decisions to visit or not (Gartner, 1993). Notwithstanding the influence of the media, WOM exerts a strong influence on destination choice (Brown & Getz, 2005; Litvin, Goldsmith & Pan, 2008; Oppermann, 2000; Tasci & Kozak, 2006; Tasci & Gartner, 2007). In this context, WOM is defined as any form of solicited or unsolicited non-paid communication between consumers (Stern, 1994). More recently, WOM has been expanded to include electronic word of mouth (eWOM), synonymous with and on the back of social media (Litvin, et al., 2008; Xiang & Gretzel, 2010). Social media, and eWOM are the user generated content disseminated through electronic mediums (Litvin et al., 2008).

Details

Title: Advancing the understanding of electronic word of mouth influence in destination choice
Authors: Aaron Tham (Author) - Monash University
Glen Croy (Author) - Monash University
Judith Mair (Author) - Monash University
Contributors: C Lade (Editor)
L Melsen (Editor)
Publication details: Proceedings of the 2012 Council for Australian University Tourism and Hospitality Education Conference, pp.604-608
Conference details: Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference: New Golden Age of Tourism and Hospitality, 2012 (Melbourne, Australia, 06-Feb-2012–09-Feb-2012)
Publisher: Council for Australasian University Tourism and Hospitality Education
Date published: 2012
ISBN: 9780987050724
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99448623402621
Output Type: Conference paper

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