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首页> 外文期刊>International Business Research >Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study
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Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study

机译：测量在线口碑对游客态度和意图访问约旦的影响：实证研究

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Reduced consumer trust, both of organizations and advertising, has led to electronic word of mouth (e-WOM) becoming an increasingly popular way of obtaining competitive advantage. e-WOM is especially relevant with regard to tourism, specifically tourists’ attitudes toward such destinations. This study explores the empirical and theoretical evidence regarding the causal e-WOM relationships between tourists’ attitudes regarding specific destinations and actual intention to travel. In the context of visits to Jordan, we applied SEM technique to examine these relationships. A pre-validated questionnaire was distributed to a convenience sample with response rate of 97.3%. The result revealed that e-WOM communications positively impact tourists’ travel intentions and their attitudes toward Jordan as a destination, while a positive effect is found for the attitudes toward Jordan visit on their intention to travel. Managers of travel agency can consider various aspects of e-WOM to encourage tourists to participate in online travel communities and to build such communities, as this will foster trust in terms of visiting Jordan.
机译：减少消费者信任，组织和广告，都导致了嘴巴的电子话语（E-WOM）成为获得竞争优势的越来越受欢迎的方式。 E-WOM与旅游尤其相关，特别是游客对这种目的地的态度。本研究探讨了关于游客对特定目的地的态度与实际旅行的实际意图之间的因果关系的实证和理论证据。在访问约旦的范围内，我们应用了SEM技术来检查这些关系。预先验证的调查问卷分发给方便样品，响应率为97.3％。结果表明，E-WOW通信积极影响游客的旅行意图，并将其对约旦作为目的地的态度，而对约旦访问其旅行的态度，发现了积极效应。旅行社的经理可以考虑E-WOM的各个方面，鼓励游客参加在线旅游社区并建立这样的社区，因为这将促进参观约旦的信任。

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