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Travel Talk: eWOM Across Multiple Cultures
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-4397-6965
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Number of Authors: 4
2017 (English)In: Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference / [ed] Stieler, Maximilian, Cham: Springer International Publishing , 2017, 703-704 p.Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Word-of-mouth (WOM) communication is considered the most important, informal means of communication between consumers (Derbaix and Vanhamme 2003). An increasingly important extension of the traditional face-to-face WOM used by consumers is the electronic word of mouth (eWOM), especially with regard to how eWOM is used within today’s online social media outlets (Weisfeld-Spolter et al. 2014). Within the travel and tourism industry, eWOM has become vitally important, as consumers tend to trust information from consumer-generated (social) media more than information from service providers (Ip et al. 2012). This is particularly true for the younger generation of Internet users—the “e-generation,” who are “digital natives” and who have used digital technologies since they were kids. The aim of this study is to provide a better understanding on how today’s e-generation is using eWOM as tourists/travelers, from a multicultural perspective. In order to reach this aim, the following research questions are stated: (RQ1) How are e-generation consumers using eWOM when planning a trip?; (RQ2) How are e-generation consumers using eWOM during and after a trip?

Place, publisher, year, edition, pages
Cham: Springer International Publishing , 2017. 703-704 p.
Series
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-35957DOI: 10.1007/978-3-319-45596-9_136Local ID: ab397fff-f050-4b73-a115-c23dcb8b3cedISBN: 978-3-319-45595-2 (print)ISBN: 978-3-319-45596-9 (electronic)OAI: oai:DiVA.org:ltu-35957DiVA: diva2:1009212
Conference
Academy of Marketing Science Annual Conference : 18/05/2016 - 21/05/2016
Projects
Morgondagens turist - Hur ska besöksnäringen bemöta e-generationen?
Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2017-11-25Bibliographically approved

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