Role of EWOM Usefulness Scale in Adventure Tourism on the Intention to Visit and Recommend
Published: 2024
Author(s) Name: Somraj Bhattacharjee, Archit Vinod Tapar, Shivani Trivedi |
Author(s) Affiliation: Marketing, Indian Institute of Management Rohtak, Haryana, India.
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Abstract
Adventure travel is becoming popular as individuals search for novel, engaging, and distinctive experiences. This paper aims to validate an integrated EWOM usefulness scale for the adventure tourism context. To further examine it, the Stimuli-Organism-Response (SOR) theoretical framework was used to conceptualise the model for this study. Importantly, this research explores the mediators, such as trust, satisfaction, and destination awareness. With 220 valid respondents to test the hypotheses, we conducted an online survey. The results were analysed using the PLS-SEM method, which conclusively established that EWOM usefulness positively influences destination trust, awareness, and satisfaction. While destination trust impacts the intention to visit and is recommended by adventure tourists, destination awareness positively impacts the visit intention. However, destination awareness does not positively affect the intention to recommend. Finally, satisfaction positively influences the intention to recommend but does not positively affect the intention to visit.
Keywords: Adventure Tourism, EWOM Usefulness Scale, Tourist Satisfaction, Destination Awareness, Tourist Trust, Intention to Recommend, Intention to Visit
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