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Analyzing the Effect of Electronic Word of Mouth on Tourists attitude toward Destination and Travel Intention

Author Affiliations

  • 1National Institute of Applied Sciences and Technology, University of Carthage, TUNISIA
  • 2 High School of Business, University of Manouba, TUNISIA

Int. Res. J. Social Sci., Volume 4, Issue (4), Pages 53-60, April,14 (2015)

Abstract

This research was aimed to identify the theoretical arguments and hypotheses about the interrelationships between electronic word of mouth (eWOM) and tourists’ attitudes towards specific destinations and actual travel intentions. To this end, we conducted a structural equation model (SEM) to test the relationship between our research variables. An empirical test of the model is reported using data collected from a sample of 219 foreign tourists who participated in online communities and travelled to Tunisia throughout the research period. Our results illustrate that eWOM communication has a credible influence on both attitude and intention to revisit Tunisia as a destination. Some further theoretical and marketing implications are discussed in this study.

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