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Research on the Influence Mechanism of eWOM on Selection of Tourist Destinations--The Intermediary Role of Psychological Contract

机译：EWOM对旅游目的地选择的影响机制研究 - 心理合同中介作用

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摘要

In the context of a growing amount of e-travel bookings, eWOM (electronic word-of-mouth), as a source of information, mainly affects the destination selection of tourists by influencing their psychologies. There is a "non-written" psychological contract for the customers and the service providers of the tourist destinations, which might influence the choice of tourists' destinations by eWOM. This paper aims to explore psychological contract's influence on the mechanism of eWOM on the selection of tourist destinations, also to improve the service quality of travel companies and other eWOM-related industries, and furthermore to establish an effective and incentive response mechanism for management of eWOMs in tourism destinations. With a sample of over 284 tourists from a wide range of research sites, this study positively supports the results and probes into the influence of the test which linked the tourist destination selection with eWOM. The results suggest that a psychological contract is playing an intermediary role in such relationships.
机译：在电子旅游预订的数量不断增长的情况下，口碑（电子口碑口），作为一个信息源，主要是影响其心理学会影响游客的目的地选择。没有为客户和旅游目的地，这可能是由网络口碑影响的游客目的地选择的服务提供商提供了“非书面”心理契约。本文旨在探讨心理契约的影响力在网络口碑对旅游目的地的选择机制，也是提高旅游公司和其他网络口碑相关行业的服务质量，并进一步建立有效的激励响应机制eWOMs管理旅游目的地。从广泛的研究点超过284游客的样本，本研究积极支持的结果，并探讨了其与挂钩口碑旅游目的地选择测试的影响。结果表明，心理契约是在这种关系发挥了中介作用。

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