Impact of Electronic Word of Mouth Communication and Destination Image on Behavioural Intentions: The Case of Eskişehir Turkey

Year 2021, Volume: 5 Issue: 3, 420 - 446, 30.10.2021

Sila Karacaoğlu

https://doi.org/10.32958/gastoria.986606

Abstract

Electronic word of mouth is an important concept in the tourism industry since sharing information and experiences on various online platforms can affect tourists’ perceived destination image and behavioural intentions. The aim of this study is to investigate the relationship between electronic word of mouth, destination image and behavioural intentions in the context of Eskişehir case. The sampling technique used was non-probability sampling with both purposive sampling and convenience sampling. In this context, the created questionnaire form; in various digital platforms; was presented to the people who visited Eskişehir in the last 3 years. Data were collected from 392 domestic tourists between December 2020-January 2021. The socio-demographic data obtained from the participants was interpreted by calculating the frequency, percentage, mean, and standard deviation values from descriptive statistics. The top three digital platforms where the participants read/watch the most travel reviews on the internet are respectively; Instagram, Tripadvisor, and various personal travel blogs. Regression analysis with the help of SPSS program was used to test the hypotheses in the model created for the relationship between variables. The findings of the study show that eWOM has positive and significant results on both destination imageand behavioural intentions. Also, the destination imagehas a positive and significant influence on future behavioural intentions.

Keywords

Electronic Word of Mouth Communication, Destination Image, Behavioural Intentions, Domestic Tourists, Eskişehir

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