Comparing face-to-face and electronic word-of-mouth in destination image formation: The case of Iran
Abstract
Purpose
The purpose of this paper is to address the following question: which type of word-of-mouth (WOM) communication, face-to-face vs electronic, has the stronger influence on destination image and attitude?
Design/methodology/approach
A multidimensional model is developed with eight constructs. After the validation of measurement scales, hypotheses are contrasted through structural modeling to test the model fit and estimate the model coefficients. The model was tested empirically using a sample of 678 tourists who had experience within the online tourist community, tripadvisor.com. Tourists were required to complete a survey regarding their information search from the virtual sharing platform and face-to-face communications.
Findings
The results of this study suggest that electronic WOM (eWOM) has a more powerful effect on destination image, attitude, and travel intention rather than face-to-face WOM.
Originality/value
This paper is one of the first to develop and empirically test a comparative model for information search behavior, namely, face-to-face WOM vs eWOM, and destination image/attitude in the context of tourism industry.
Keywords
Acknowledgements
The authors thank the editor and the anonymous reviewers for their valuable feedback on this paper. The authors also thank the administrators of the online forums and websites studied for their support and the survey respondents for providing valuable data.
Citation
Jalilvand, M.R. and Heidari, A. (2017), "Comparing face-to-face and electronic word-of-mouth in destination image formation: The case of Iran", Information Technology & People, Vol. 30 No. 4, pp. 710-735. https://doi.org/10.1108/ITP-09-2016-0204
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited