Exploring word-of-mouth influences on travel decisions: friends and relatives vs. other travellers

Murphy, Laurie, Mascardo, Gianna, and Benckendorff, Pierre (2007) Exploring word-of-mouth influences on travel decisions: friends and relatives vs. other travellers. International Journal of Consumer Studies, 31 (5). pp. 517-527.

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Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the travel decision-making process. Friends and relatives have been identified as organic image-formation agents, and it has been emphasized that this WOM information is one of the most relied-upon sources of information for destination selection. While there has been recognition of the importance of WOM information sources on consumer behaviour in tourism, little has been performed to understand more specifically how and what behaviour is influenced. This study examined the differing influences of friends and relatives vs. other travellers on the travel choices and behaviours of 412 visitors to the North Queensland Region in Australia. More specifically, the present study compared the following four groups of respondents: those who indicated that they obtained travel information from friends/relatives and other travellers (n = 70); those who obtained information from friends/relatives only (n = 121); those who obtained information from other travellers only (n = 105); and those who obtained information from neither (i.e. no WOM) (n = 116). The results indicated that there were significant differences across the four groups with respect to demographic characteristics, other information sources used, accommodation and transportation used, and travel activities in the destination. However, the groups did not differ in their image of the destination.

Item ID: 2302
Item Type: Article (Research - C1)
ISSN: 1470-6431
Keywords: word of mouth; travel decision making; personal information sources; organic information sources
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Date Deposited: 09 Jun 2009 05:58
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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