Factors influencing eWOM adoption among travelers

Abstract

Word of Mouth (WOM) and interpersonal influence have become one of the most sought after and significant sources of information for a consumer involved in a purchase decision. These sources are significant in industries whose tangible products are difficult and hard to assess preceding utilization. The upsurge and proliferation of the online community (the Internet) has helped in the unfolding of a fashionable form known as the electronic word of mouth (eWOM). This form is perceived as one of the most oft-used media channels among customers, organizations, and masses at large. Drawing on the above-mentioned ideas, this research attempts to identify and analyze factors that influence the adoption of eWOM among consumers seeking travel advice. This paper describes how factors like perceived usefulness, perceived value, perceived risk, and consumer attitude influence eWOM adoption among travelers, highlighting various strategies that can be used by travel marketers for a tourist destination.