The influence of eWOM credibility on visit intention: An integrative moderated mediation model
Purpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages. Methods: The research...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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International Hellenic University
2021-02-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
| Subjects: | |
| Online Access: | https://www.jthsm.gr/vol7iss1/7-1-6.pdf |
| _version_ | 1818876534974316544 |
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| author | Lamia Nechoud Faouzi Ghidouche Hugues Seraphin |
| author_facet | Lamia Nechoud Faouzi Ghidouche Hugues Seraphin |
| author_sort | Lamia Nechoud |
| collection | DOAJ |
| description | Purpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages.
Methods: The research hypotheses were tested according to structural equations modelling and Hayes procedure, which made it possible to study simultaneously and rigorously the mediating and moderating effects, and to have a clear view on the model fittness.
Results: The results indicate that the mediation links of the destination image on the relationship between perceived credibility and intention to visit a destination, are moderated by the susceptibility of the eWOM (the comments generated by Internet users or the sharing of tourists' experiences on Facebook). This study also indicates that the relationship between the perceived credibility of the eWOM and the intentions to visit a destination is mediated by the usefulness of the eWOM messages and the destination image.
Implications: Tourism practitioners seeking to attract tourists can use the eWOM as a communication technique for product and/or service recommendations. Given the powerful influence of the eWOM, it should not be ignored or misused, but managed to improve the effectiveness of marketing strategies in hospitality, tourism and travel. |
| first_indexed | 2024-12-19T13:43:56Z |
| format | Article |
| id | doaj.art-d5520bfc339841aba3ff97a6e27c9eff |
| institution | Directory Open Access Journal |
| issn | 2529-1947 |
| language | English |
| last_indexed | 2024-12-19T13:43:56Z |
| publishDate | 2021-02-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj.art-d5520bfc339841aba3ff97a6e27c9eff2022-12-21T20:18:55ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472021-02-0171546310.5281/zenodo.4521314The influence of eWOM credibility on visit intention: An integrative moderated mediation modelLamia Nechoud0https://orcid.org/0000-0003-1826-0620Faouzi Ghidouche1https://orcid.org/0000-0002-3638-4056Hugues Seraphin2https://orcid.org/0000-0002-2092-728XÉcole Supérieure de Commerce, AlgeriaÉcole des Hautes Études Commerciales, AlgeriaUniversity of Winchester, United KingdomPurpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages. Methods: The research hypotheses were tested according to structural equations modelling and Hayes procedure, which made it possible to study simultaneously and rigorously the mediating and moderating effects, and to have a clear view on the model fittness. Results: The results indicate that the mediation links of the destination image on the relationship between perceived credibility and intention to visit a destination, are moderated by the susceptibility of the eWOM (the comments generated by Internet users or the sharing of tourists' experiences on Facebook). This study also indicates that the relationship between the perceived credibility of the eWOM and the intentions to visit a destination is mediated by the usefulness of the eWOM messages and the destination image. Implications: Tourism practitioners seeking to attract tourists can use the eWOM as a communication technique for product and/or service recommendations. Given the powerful influence of the eWOM, it should not be ignored or misused, but managed to improve the effectiveness of marketing strategies in hospitality, tourism and travel.https://www.jthsm.gr/vol7iss1/7-1-6.pdfperceived credibilityewom susceptibilityperceived usefulnessintention to visitdestination image |
| spellingShingle | Lamia Nechoud Faouzi Ghidouche Hugues Seraphin The influence of eWOM credibility on visit intention: An integrative moderated mediation model Journal of Tourism, Heritage & Services Marketing perceived credibility ewom susceptibility perceived usefulness intention to visit destination image |
| title | The influence of eWOM credibility on visit intention: An integrative moderated mediation model |
| title_full | The influence of eWOM credibility on visit intention: An integrative moderated mediation model |
| title_fullStr | The influence of eWOM credibility on visit intention: An integrative moderated mediation model |
| title_full_unstemmed | The influence of eWOM credibility on visit intention: An integrative moderated mediation model |
| title_short | The influence of eWOM credibility on visit intention: An integrative moderated mediation model |
| title_sort | influence of ewom credibility on visit intention an integrative moderated mediation model |
| topic | perceived credibility ewom susceptibility perceived usefulness intention to visit destination image |
| url | https://www.jthsm.gr/vol7iss1/7-1-6.pdf |
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