SavedAdd your journal

Journals / Gümüşhane Üniversitesi Sosyal Bilimler Dergisi / 2022 / Cilt: 13 Sayı: 1

The Effect of Electronic Word-of-Mouth on Tourism Destination Selection: An Investigation in The Theory of Planned Behavior

Elektronik Ağızdan Ağıza İletişimin Turizm Destinasyon Seçimi Üzerindeki Etkisi: Planlı Davranış Teorisi Bağlamında Bir İnceleme

Bülent DEMİRAĞ
Sinan ÇAVUŞOĞLU
Kazim DAĞ
Sadettin PAKSOY
Pages
421–435
Publication Date
2022-02-10
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the analysis, it was determined that e-word of mouth communication has a significant effect on attitudes towards visiting a destination, subjective (subjective) norms, perceived behavioral control and intention to travel.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The study was carried out in the context of Planned Behavior Theory to examine the effect of electronic word-of-mouth on tourists' travel intentions.
📊
Key Findings & Data:The universe of the research was carried out on the data collected from 400 consumers who were determined to have an intention to stay through social networking sites such as Instagram, Facebook or different online information sources and who had experience about destinations.
💡
Conclusion & Impact:According to the results of the analysis, it was determined that e-word of mouth communication has a significant effect on attitudes towards visiting a destination, subjective (subjective) norms, perceived behavioral control and intention to travel.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Elektronik ağızdan ağıza iletişim · Planlı davranış teorisi · Seyahat etme niyeti

Abstract

The study was carried out in the context of Planned Behavior Theory to examine the effect of electronic word-of-mouth on tourists' travel intentions. In this context, the effects of e-word of mouth on attitude, subjective norms, perceived behavioral control and intention within the scope of Planned Behavior Theory are examined. The universe of the research was carried out on the data collected from 400 consumers who were determined to have an intention to stay through social networking sites such as Instagram, Facebook or different online information sources and who had experience about destinations. Since the universe covers a large area, the "convenience sampling method" was used in the research. Data were collected through online environments. In the research, Smart PLS 3 statistical program was used to test the hypotheses. According to the results of the analysis, it was determined that e-word of mouth communication has a significant effect on attitudes towards visiting a destination, subjective (subjective) norms, perceived behavioral control and intention to travel. On the other hand, it was determined that attitudes towards visiting a destination, subjective norms and perceived behavioral control had a significant effect on the intention to travel.

Özet

Çalışma, Planlı Davranış Teorisi bağlamında, elektronik ağızdan ağıza iletişimin turistlerin seyahat niyetleri üzerindeki etkisini incelemek amacıyla gerçekleştirilmiştir. Bu bağlamda e-ağızdan ağıza iletişimin, Planlı Davranış Teorisi kapsamında tutum, öznel normlar, algılanan davranışsal kontrol ve niyet üzerindeki etkilerini incelemiştir. Araştırmanın evrenini, Instagram, Facebook gibi sosyal paylaşım sitelerinden ya da farklı çevrimiçi bilgi kaynakları vasıtasıyla konaklama yapma niyetine sahip oldukları belirlenen ve destinasyonlar hakkında deneyim sahibi olmuş 400 tüketiciden toplanan veriler üzerinden gerçekleştirilmiştir. Evrenin geniş bir alanı kapsaması nedeniyle araştırmada “kolayda örneklem yöntemi” kullanılmıştır. Veriler, çevrim içi ortamlar aracılığıyla toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 istatistik programı kullanılmıştır. Gerçekleştirilen analiz sonuçlarına göre, e-ağızdan ağıza iletişimin bir destinasyona yönelik ziyarete ilişkin tutumlar, subjektif (öznel) normlar, algılanan davranışsal kontrol ve seyahat etme niyeti üzerinde anlamlı etkisi olduğu tespit edilmiştir. Diğer yandan bir destinasyonu ziyaret etmeye yönelik tutumların, subjektif normların ve algılanan davranışsal kontrolün seyahat etme niyeti üzerinde anlamlı etkisinin olduğu da belirlenmiştir.

🔖

Cite This Article

DEMİRAĞ, B., ÇAVUŞOĞLU, S., DAĞ, K., PAKSOY, S. (2022). The Effect of Electronic Word-of-Mouth on Tourism Destination Selection: An Investigation in The Theory of Planned Behavior. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, Cilt: 13 Sayı: 1, 421–435. https://ajindex.com/articles/928827

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (16)

  1. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39).
  2. Springer, Berlin, Heidelberg. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  3. Ajzen, I. (2002). Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 32(4), 665-683.
  4. Ajzen, I. (2006). Behavioral interventions based on the theory of planned behavior. In P. Gollwitzer and J.A. Bargh (eds) Psychology of Action. New York: Guilford, 385-403.
  5. Ajzen, I. (2015). Consumer attitudes and behavi or: the theory of planned behavior applied to food consumption decisions. Rivista di Economia Agraria, 70(2), 121-138.
  6. Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behavior to leisure choice. Journal of leisure research, 24(3), 207-224.
  7. Albarq, A. N. (2014). Measuring the impacts of online word-of-mouth on tourists' attitude and intentions to visit Jordan: An empirical study. International Business Research, 7(1), 14-22.
  8. Beck, L., & Ajzen, I. (1991). Predicting dishonest actions using the theory of planned behavior. Journal of research in personality, 25(3), 285-301.
  9. Chang, H. H., & Wu, L. H. (2014). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support Systems, 59, 206-218.
  10. Christodoulides, G., Michaelidou, N., & Argyriou, E. (2012). Cross‐national differences in e‐WOM influence. European Journal of Marketing, 46(11/12), 1689-1707.
  11. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
  12. Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of applied social psychology, 28(15), 1429-1464.
  13. Crawley III, F. E. (1990). Intentions of science teachers to use investigative teaching methods: A test of the theory of planned behavior. Journal of Research in Science Teaching, 27(7), 685-697.
  14. Dennis, C., Merrilees, B., Jayawardhena, C., & Wright, L. T. (2009). E‐consumer behaviour. European journal of Marketing, 43(9/10), 1121-1139.
  15. DeVellis, B. M., Blalock, S. J., & Sandler, R. S. (1990). Predicting Participation in Cancer Screening: The Role of Perceived Behavioral Control 1. Journal of Applied Social Psychology, 20(8), 639-660.
  16. Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indi