Comparing face-to-face and electronic word-of-mouth in destination image formation
研究比较面对面口碑与电子口碑对旅游目的地形象和态度的影响，发现电子口碑影响更强，对旅游营销和在线社区管理有参考价值。
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.