Assessing the Impact of Destination Image in the Selection of a Destination: Mediating Role of e-WOM
DOI:
https://doi.org/10.12727/ajts.30.1Keywords:
Destination Image, e-WOM, Destination Selection, Infrastructure, Enjoyment, AttractionAbstract
The purpose of this study is to investigate the association between destination image, e-WOM, and destination selection. In addition, this study intends to examine the role of e-WOM as a mediator in the relationship between destination image and destination choice. On the basis of earlier research, a pilot study was conducted to establish the instrument's validity and reliability.A descriptive research design and a positivist approach were applied to the present investigation. A sample of 380 valid questionnaires was analyzed for the present study. To obtain data from travellers who visited Kashmir Valley, the convenience sample technique was used. SPSS.20 and AMOS software were utilised for data analysis. Using AMOS software and the Structured Equation Modelling (SEM) methodology, the stated assumptions were tested. The analysis indicated that the image of a destination has a significant impact on tourist destination selection. In addition, the results demonstrated that e-WOM mediates the relationship between destination image and destination choice.
References
Assael, H. (1984). Consumer behavior and marketing action. Kent Pub. Co.
Ahmad, A., Jamaludin, A., Zuraimi, N. S. M., & Valeri, M. (2021). Visit intention and destination image in post-Covid-19 crisis recovery. Current Issues in Tourism, 24(17), 2392-2397.
Al-Debei, M. M., Akroush, M. N., &Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research..
Al-Kwifi, O. S. (2015). The impact of destination images on tourists’ decision making: A technological exploratory study using fMRI. Journal of Hospitality and Tourism Technology.
Babić Rosario, A., Sotgiu, F., De Valck, K., &Bijmolt, T. H. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297-318.
Baloglu, S., &Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Baloglu, S., & McCleary, K. W. (1999). US international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144-152.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Byon, K. K., & Zhang, J. J. (2010). Development of a scale measuring destination image. Marketing Intelligence & Planning..
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Routledge
Chacko, H. E., &Fenich, G. G. (2000). Determining the importance of US convention destination attributes. Journal of Vacation Marketing, 6(3), 211-220.
Chan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input‐process‐output perspective. Marketing Intelligence & Planning.
Cheng, T. M., & Lu, C. C. (2013). Destination image, novelty, hedonics, perceived value, and revisiting behavioral intention for island tourism. Asia Pacific Journal of Tourism Research, 18(7), 766-783.
Cheung, C. M., & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis.
Chien, G. C., Yen, I. Y., & Hoang, P. Q. (2012). Combination of theory of planned behavior and motivation: An exploratory study of potential beach-based resorts in Vietnam. Asia Pacific Journal of Tourism Research, 17(5), 489-508.
Chevalier, J. A., &Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism management, 28(1), 118-129.
Chon, K. S. (1990). The role of destination image in tourism: A review and discussion. The Tourist Review.
Chon, K. S. (1992). The role of destination image in tourism: An extension. The Tourist Review.
Chung, K. H., & Shin, J. I. (2004). The relationship between destination cues of Asian countries and Korean tourist images. Asia Pacific Journal of Marketing and Logistics.
Comas, M., &Moscardo, G. (2005, December). Understanding associations and their conference decision-making processes. In Journal of Convention & Event Tourism (Vol. 7, No. 3-4, pp. 117-138). Taylor & Francis Group.
Crompton, J. (1992). Structure of vacation destination choice sets. Annals of Tourism Research, 19(3), 420-434.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.
Crompton, J. L., & Ankomah, P. K. (1993). Choice set propositions in destination decisions. Annals of Tourism Research, 20(3), 461-476.
Crouch, G. I., & Brent Ritchie, J. R. (1997, October). Convention site selection research: A review, conceptual model, and propositional framework. In Journal of Convention & Exhibition Management (Vol. 1, No. 1, pp. 49-69). Taylor & Francis Group.
Decrop, A., &Snelders, D. (2005). A grounded typology of vacation decision-making. Tourism Management, 26(2), 121-132
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
Di Pietro, L., Di Virgilio, F., &Pantano, E. (2012). Social network for the choice of tourist destination: attitude and behavioural intention. Journal of Hospitality and Tourism Technology.
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word- of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758-773.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
Fornell, C., &Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
Gretzel, U., &Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism 2008, 35-46.
Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of retailing, 79(4), 259-268.
Grewal, R., Cline, T. W., & Davies, A. (2003). Early-entrant advantage, word-of-mouth communication, brand similarity, and the consumer decision-making process. Journal of Consumer Psychology, 13(3), 187-197.
Goldenberg, J., Libai, B., & Muller, E. (2001). Talk of the network: A complex systems look at the underlying process of word-of-mouth. Marketing Letters, 12(3), 211-223.
Golmohammadi, A., Ghareneh, N. S., Keramati, A., &Jahandideh, B. (2011). Importance analysis of travel attributes using a rough set‐based neural network: The case of Iranian tourism industry. Journal of Hospitality and Tourism Technology.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. Multivariate data analysis.
Witt, S. F., &Moutinho, L. (1989). Tourism marketing and management handbook. Prentice Hall.
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research.
Jalilvand, M. R., Samiei, N., Dini, B., &Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of destination marketing & management, 1(1-2), 134-143.
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research.
Jani, D., & Hwang, Y. H. (2011). User-generated destination image through weblogs: A comparison of pre-and post-visit images. Asia Pacific Journal of Tourism Research, 16(3), 339-356.
Jenkins, O. H. (1999). Understanding and measuring tourist destination images. International Journal of Tourism research, 1(1), 1-15.
Bi, J., & Gu, C. (2019). Cultural distance and international tourists’ intention to visit a destination. Asia Pacific Journal of Tourism Research, 24(8), 839-849.
KAKIRALA, A. K., & Singh, D. P. (2020). The mediating role of social media in tourism: An eWOM approach. The Journal of Asian Finance, Economics and Business, 7(11), 381-391.
Kanwel, S., Lingqiang, Z., Asif, M., Hwang, J., Hussain, A., & Jameel, A. (2019). The influence of destination image on tourist loyalty and intention to visit: Testing a multiple mediation approach. Sustainability, 11(22), 6401.
Khan, M. J., Chelliah, S., &Haron, M. S. (2016). Medical tourism destination image formation process: A conceptual model. International Journal of Healthcare Management, 9(2), 134- 143.
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don't know about online word- of-mouth: A review and synthesis of the literature. Journal of interactive marketing, 28(3), 167-183.
Kotler, P., Haider, D., & Rein, I. (1993). There's no place like our place! The marketing of cities, regions, and nations. The Futurist, 27(6), 14.
Kotier, P., Asplund, C., Rein, I., & Haider, D. (1999). Marketing places europe: Attracting investments, industries, residents and visitors to european cities, communities, Regions and Nations.
Lancaster, K. J. (1966). A new approach to consumer theory. Journal of political economy, 74(2), 132-157.
Lawson, F., & Baud-Bovy, M. (1977). Tourism and recreation development, a handbook of physical planning. Architectural Press.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2018). A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management.
Lee, M., &Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499.
MacKay, K. J., &Fesenmaier, D. R. (2000). An exploration of cross-cultural destination image assessment. Journal of Travel Research, 38(4), 417-423.
Mazme, N. A. B., &Albattat, A. (2022). The Influence of Social Media in Youth Destination Selection for Visiting Pulau Langkawi, Kedah, in Malaysia. In Handbook of Technology Application in Tourism in Asia (pp. 1065-1079). Singapore: Springer Nature Singapore.
McCartney, G., Butler, R., & Bennett, M. (2008). A strategic use of the communication mix in the destination image-formation process. Journal of Travel Research, 47(2), 183-196.
Mottiar, Z., & Quinn, D. (2004). Couple dynamics in household tourism decision making: women as the gatekeepers?. Journal of Vacation Marketing, 10(2), 149-160..
Murphy, L., Mascardo, G., &Benckendorff, P. (2007). Exploring word‐of‐mouth influences on travel decisions: friends and relatives vs. other travellers. International Journal of Consumer Studies, 31(5), 517-527.
Naik, A. B. (2016). Tourism potential in ecological zones and future prospects of tourism in Kashmir valley.
Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168.
Chung, N., Lee, H., Lee, S. J., & Koo, C. (2015). The influence of tourism website on tourists' behavior to determine destination selection: A case study of creative economy in Korea. Technological Forecasting and Social Change, 96, 130-143.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing & Management, 1(1-2), 36-46.
Neuhofer, B., Buhalis, D., &Ladkin, A. (2015). Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), 243-254.
Nichols, C. M., &Snepenger, D. J. (1988). Family decision making and tourism behavior and attitudes. Journal of Travel Research, 26(4), 2-6.
Nunnally, J. C., & Bernstein, I. H. (1978). Psychometric theory mcgraw-hill new york. The role of university in the development of entrepreneurial vocations: a Spanish study, 387-405.
Nunnally, J., & Bernstein, I. (1994). Psychometric Theory 3rd edition (MacGraw-Hill, New York).
Oppermann, M. (1996). Convention destination images: analysis of association meeting planners' perceptions. Tourism Management, 17(3), 175-182.
Oppermann, M., & Chon, K. S. (1997). Convention participation decision-making process. Annals of Tourism Research, 24(1), 178-191.
Pan, X., Rasouli, S., & Timmermans, H. (2021). Investigating tourist destination choice: Effect of destination image from social network members. Tourism Management, 83, 104217.
Pantano, E., &Servidio, R. (2011). An exploratory study of the role of pervasive environments for promotion of tourism destinations. Journal of Hospitality and Tourism Technology.
Papadimitriou, D., & Gibson, H. (2008). Benefits sought and realized by active mountain sport tourists in Epirus, Greece: Pre-and post-trip analysis. Journal of Sport & Tourism, 13(1), 37- 60.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic commerce, 11(4), 125-148.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333-342.
Qu, H., Kim, L. H., &Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.
Rahman, M. S., Osmangani, A. M., Hassan, H., Anwar, M. A., & Fattah, F. A. M. A. (2016). Consumption values, destination cues and nostalgia on the attitude in the selection of destination for educational tourism: the mediating role of destination image. International Journal of Tourism Cities, 2(3), 257-272.
Rahman, M. S., Osman-Gani, A. M., & Raman, M. (2017). Destination selection for education tourism: Service quality, destination image and perceived spirituality embedded model. Journal of Islamic Marketing.
Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., &Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621.
Reynolds, W. H. (1965). The role of the consumer in image building. California management review, 7(3), 69-76.
Royo-Vela, M. (2009). Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30(3), 419-428.
Salamzadeh, A., Tajpour, M., & Hosseini, E. (2022). The impact of tourism events on destination selection: The mediating role of social media. Media Management Review, 1(1), 30-52.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism management, 29(2), 263-277.
Santos, J. (1998). The role of tour operators' promotional material in the formation of destination image and consumer expectations: The case of the People's Republic of China. Journal of Vacation Marketing, 4(3), 282-297.
Saraniemi, S. (2011). From destination image building to identity‐based branding. International Journal of Culture, Tourism and Hospitality Research.
Seddighi, H. R., &Theocharous, A. L. (2002). A model of tourism destination choice: a theoretical and empirical analysis. Tourism Management, 23(5), 475-487.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, 182-189.
Sen, S., &Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94.
Septiari, E. D. (2018). The effect of eWOM as mediation of website quality and trust. Kinerja, 22(2), 142-155.
Shani, A., & Wang, Y. (2011). Destination image development and communication. Destination Marketing and Management, 130-48.
Shome, S. (2020). Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude. International Journal of Tourism Cities.
Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting Malaysian young consumers’ online purchase intention in social media websites. Procedia-Social and Behavioral Sciences, 40, 326-333.
Slabbert, E., & Martin, S. (2017). Aspects influencing the cognitive, affective and conative images of an arts festival. African Journal of Hospitality, Tourism and Leisure, 6(2), 1-16.
Smith, R. E., & Vogt, C. A. (1995). The effects of integrating advertising and negative word-of-mouth communications on message processing and response. Journal of Consumer Psychology, 4(2), 133-151.
Söderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment. Journal of retailing and consumer services, 14(2), 123-136.
Sultan, M. T., Sharmin, F., Badulescu, A., Gavrilut, D., &Xue, K. (2021). Social media-based content towards image formation: A new approach to the selection of sustainable destinations. Sustainability, 13(8), 4241.
Sussmann, S., &Unel, A. (1999). Destination image and its modification after travel: An empirical study on Turkey. Consumer behavior in travel and tourism, 207-226.
Tapachai, N., &Waryszak, R. (2000). An examination of the role of beneficial image in tourist destination selection. Journal of travel research, 39(1), 37-44.
Tapanainen, T., Dao, T. K., & Nguyen, T. T. H. (2021). Impacts of online word-of-mouth and personalities on intention to choose a destination. Computers in Human Behavior, 116, 106656.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Taylor, R., & Shortland-Webb, G. A. (2003). A delegate evaluation of conference satisfaction. In Proceedings of the Convention & Expo Summit (pp. 112-119).
Tian-Cole, S., &Cromption, J. (2003). A conceptualization of the relationships between service quality and visitor satisfaction, and their links to destination selection. Leisure studies, 22(1), 65-80.
Um, S., & Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annals of Tourism Research, 17(3), 432-448.
Varghese, B. (2013). Intervention of destination management organization’s in tourist destinations for branding, image building and competitiveness–A conducive model for Karnataka. International Journal of Investment and Management, 2(3), 50-56.
Vashu, D., Masri, R., &Huei, C. T. (2018). The role of destination image in Malaysia’s medical tourism industry. Advanced Science Letters, 24(5), 3479-3482.
Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism management, 30(1), 123-127.
Volgger, M., Erschbamer, G., &Pechlaner, H. (2021). Destination design: New perspectives for tourism destination development. Journal of Destination Marketing & Management, 19, 100561.
Woodside, A. G., &Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research, 27(4), 8-14.
Woodside, A. G., & MacDonald, R. (1994). General system framework of customer choice processes of tourism services. Spoilt for choice, 30, 31-59.
Xia, L., &Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of interactive Advertising, 9(1), 3-13.
Yang, S., Mohd Isa, S., &Ramayah, T. (2020). A theoretical framework to explain the impact of destination personality, self-congruity, and tourists’ emotional experience on behavioral intention. Sage Open, 10(4), 2158244020983313.
Ying, H. L., & Chung, C. M. (2007). The effects of single‐message single‐source mixed word‐of‐mouth on product attitude and purchase intention. Asia Pacific Journal of Marketing and Logistics.
Yun, Z. S., & Good, L. K. (2007). Developing customer loyalty from e‐tail store image attributes. Managing Service Quality: An International Journal, 17(1), 4-22.
Zeng, S., Chiu, W., Lee, C. W., Kang, H. W., & Park, C. (2015). South Korea's destination image: comparing perceptions of film and nonfilm Chinese tourists. Social Behavior and Personality: an international journal, 43(9), 1453-1462.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Atna Journal of Tourism Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
