Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions

Aaron Tham; Glen Croy; Judith Mair

doi:10.1080/10548408.2013.751272

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Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions

Journal article

Peer reviewed

Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions

Aaron Tham, Glen Croy and Judith Mair

Journal of Travel & Tourism Marketing, Vol.30(1-2), pp.144-155

2013

DOI: https://doi.org/10.1080/10548408.2013.751272

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Abstract

Tourism

Marketing

Commercial Services

eWOM

credibility

information source

travel decision making

Studies investigating the influence of social media on destination choice are in an exploratory stage. Essentially, social media disseminates word of mouth electronically, unlike traditional word of mouth. However, within tourism, evidence has suggested that both terms may be used interchangeably. In this article, five points of difference suggest that electronic word of mouth is to be treated as a unique entity. The distinctive characteristics of electronic word of mouth are little known source-receiver relationships, channel variety and presentation of contents, opportunities for information solicitation, message retention capabilities, and content provider motivations for disclosure. Three considerations for destination management organizations are creating opportunities for past visitors to narrate memorable tourism experiences, involving industry partners to build relevant destination images and greater engagement with social media. This conceptual article advances the understanding of electronic word of mouth in presenting distinctive credibility profiles toward a proposed influence on destination image and choice.

Details

Title: Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions
Authors: Aaron Tham (Author) - Monash University
Glen Croy (Author) - Monash University
Judith Mair (Author) - Monash University
Publication details: Journal of Travel & Tourism Marketing, Vol.30(1-2), pp.144-155
Publisher: Routledge
Date published: 2013
DOI: 10.1080/10548408.2013.751272
ISSN: 1054-8408
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: 99449054302621
Output Type: Journal article

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