The Influence of Electronic Word-of-Mouth on Travel Intention: Using Japan Festival Tourism as an Example

• Main Authors: Ssu-Chieh Lee, 李思潔
• Other Authors: 何建達
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/83843537861507735597

碩士 === 國立中興大學 === 科技管理研究所 === 105 === The number of Taiwanese traveling abroad was over 13 million in 2015. Because of the depreciation of yen and low-cost carrier developed, Japan tourism becomes more popular. Tourism is an information-intense industry. Understanding the influence of e-WOM on individuals’ travel intention would be important for the tourism industry to design tour itinerary. This research focused on Japan festival tourism and attempted to observe the how e-WOM influence travel intention. According to previous researches, e-WOM influence destination image and tourists’ attitude, and then influence travel intention. This research added destination trust into research model. An empirical research was conducted through an online survey. There are totally 395 respondents. A quantitative analysis is performed by structural equation modeling (SEM) procedures and examined by Smart PLS statistical software. Overall, our study would contribute the both tourism companies and tourism bureau of government to design tourism planning and promoting strategies confirms the important role of e-WOM.