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Who moved my cheese? Nibbling on word of mouse for destination choice
Conference paper   Open access   Peer reviewed

Who moved my cheese? Nibbling on word of mouse for destination choice

Aaron Tham, Judith Mair and Glen Roy
Proceedings of the 2013 Council for Australian University Tourism and Hospitality Education Conference, pp.844-848
Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference: Tourism and Global Change: On the Edge of Something Big, 2013 (Christchurch, New Zealand, 11-Feb-2013–14-Feb-2013)
Council for Australasian University Tourism and Hospitality Education
2013
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Abstract

Tourism social media consumer behaviour tourism decision-making electronic word of mouth destination choice
The bestselling novel Who Moved My Cheese? by Spencer Johnson is a fictitious tale illustrating different responses towards change (Brennan, 2004). In the novel, both positive and negative responses to change are identified. Similarly, social media represents an area of considerable change, positive and negative, for tourism (Schmallegger & Carson, 2008). In terms of positive change, social media has facilitated travel information search (Xiang & Gretzel, 2010). Conversely, distrust in social media has arisen from the complexity of assessing credibility (Kusumasondjaja, Shanka & Marchegiani, 2012; Mack, Blose & Pan, 2008). Whilst social media is visible digitally, and social media adoption in the industry appears to be relatively widespread, little is known about its influence in destination choice (Jacobsen & Munar, 2012). This represents a gap in our knowledge which this paper aims to address.

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