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The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri

Author

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  • Koji Ishida

    (School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA)

  • Lisa Slevitch

    (School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA)

  • Katia Siamionava

    (School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA)

Abstract

The effects of integrated word-of-mouth (WOM), both traditional and electronic, on tourism products are yet to be fully investigated. The current study aims to assess the effects of and differences between traditional WOM and electronic WOM, between personal WOM and commercial WOM, and between positive and negative WOM on a destination image. Results of the study indicate that traditional WOM had a greater influence on destination image compared to electronic WOM. Personal traditional WOM had a greater influence on destination image compared to electronic personal WOM and commercial WOM. However, negative WOM exerted less influence on the destination’s image compared to positive WOM while negative electronic WOM had a greater influence on destination image compared to negative traditional WOM.

Suggested Citation

  • Koji Ishida & Lisa Slevitch & Katia Siamionava, 2016. "The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri," Administrative Sciences, MDPI, vol. 6(4), pages 1-17, September.
    • Handle: RePEc:gam:jadmsc:v:6:y:2016:i:4:p:12-:d:79178
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    References listed on IDEAS

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    Cited by:

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    2. Shafaqat Mehmood & Changyong Liang & Dongxiao Gu, 2018. "Heritage Image and Attitudes toward a Heritage Site: Do They Really Mediate the Relationship between User-Generated Content and Travel Intentions toward a Heritage Site?," Sustainability, MDPI, vol. 10(12), pages 1-26, November.
    3. Lama Zalloum & Hamad Alghadeer & Nawras Nusairat, 2019. "The Effect of Using Mobile Banking Services Applications on Electronic Word of Mouth: The Mediating Role of Perceived Trust," International Business Research, Canadian Center of Science and Education, vol. 12(9), pages 62-80, September.
    4. Josef Zelenka & Tracy Azubuike & Martina Pásková, 2021. "Trust Model for Online Reviews of Tourism Services and Evaluation of Destinations," Administrative Sciences, MDPI, vol. 11(2), pages 1-21, March.
    5. Grubor, Aleksandar & Leković, Ksenija & Tomić, Slavica, 2019. "Tourists’ Recommendations: WOM Becomes Digital," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, pages 493-501, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    6. Grubor, Aleksandar & Leković, Ksenija & Tomić, Slavica, 2020. "Tourists' Recommendations: Socio-demographic Analysis," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 441-449, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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