Identification of novel antecedents towards generating positive electronic word of mouth: evidence from the hospitality and tourism industry

Abstract

Purpose

Literature shows that the antecedents of eWoM have received limited attention and the present scales used for measuring eWoM in the hospitality and tourism industry are outdated. Therefore, this study aims to construct a new scale for the generation of positive eWoM in the hospitality and tourism industry.

Design/methodology/approach

This study developed a novel scale on eWoM based on the four dimensions of the unified theory of acceptance and use of technology.

Findings

The exploratory and confirmatory factor analysis confirms the factorial structure of the new scale. The exploratory factor analysis shows that “performance expectancy” has the highest impact on the constitution of positive eWoM with 8 items, followed by “social influence” and “facilitation condition” with 5 items each. The factor “effort expectancy” is found to have the lowest impact on the constitution of positive eWoM in the hospitality and tourism industry with 3 items. The confirmatory factor analysis in terms of the construct reliability, average variance extracted and maximum shared variance tests confirmed the model validity of the new scale.

Originality/value

This study ensures measuring eWoM with the latest norms that will assist in prudent policy formulation. These results insights into policymakers from the hospitality and tourism industry for the generation of positive eWoM towards their business which will help them achieve better customer loyalty.

Citation

Khan, M., Ajmal, M.M., Jan, A., Rahman, H.U. and Zahid, M. (2024), "Identification of novel antecedents towards generating positive electronic word of mouth: evidence from the hospitality and tourism industry", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-09-2023-0320