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Adm. Sci. 2016, 6(4), 12; doi:10.3390/admsci6040012

The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri

School of Hotel and Restaurant Administration, Oklahoma State University, Stillwater, OK 74078, USA
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Academic Editor: Noel Yee-Man Siu
Received: 7 July 2016 / Revised: 21 September 2016 / Accepted: 22 September 2016 / Published: 28 September 2016
(This article belongs to the Special Issue Customer Relationship Management and Recent Developments)
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Abstract

The effects of integrated word-of-mouth (WOM), both traditional and electronic, on tourism products are yet to be fully investigated. The current study aims to assess the effects of and differences between traditional WOM and electronic WOM, between personal WOM and commercial WOM, and between positive and negative WOM on a destination image. Results of the study indicate that traditional WOM had a greater influence on destination image compared to electronic WOM. Personal traditional WOM had a greater influence on destination image compared to electronic personal WOM and commercial WOM. However, negative WOM exerted less influence on the destination’s image compared to positive WOM while negative electronic WOM had a greater influence on destination image compared to negative traditional WOM. View Full-Text
Keywords: destination image; electronic word-of-mouth; traditional word-of-mouth; word-of-mouth destination image; electronic word-of-mouth; traditional word-of-mouth; word-of-mouth
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Ishida, K.; Slevitch, L.; Siamionava, K. The Effects of Traditional and Electronic Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson, Missouri. Adm. Sci. 2016, 6, 12.

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