< Back to Volume 7, Issue 1, table of contents

a

The influence of eWOM credibility on visit intention: An integrative moderated mediation model

Lamia Nechoud, École Supérieure de Commerce, Algeria, Faouzi Ghidouche, École des Hautes Études Commerciales, Algeria & Hugues Seraphin, University of Winchester, United Kingdom
Published online: 15 February 2021, JTHSM, 7(1), pp.54-63.

URN: urn:nbn:de:0168-ssoar-71555-8, DOI: 10.5281/zenodo.4521314

Full-text download:

Export reference:
BibTeX,,DataCite,,Dublin Core,,Mendeley

The Influence of eWOM Credibility on Visit Intention: An Integrative Moderated Mediation Model

This image has an empty alt attribute; its file name is crossmark2.png

Abstract

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.

Keywords: perceived credibility, eWOM susceptibility, perceived usefulness, intention to visit, destination image

JEL Classification: L83, M31, Z33

< Previous article in Vol. 7, Iss. 1aaaaaaaaaaaNext article in Vol. 7, Iss. 1 >