The impact of WOM and evaluative factors
ABSTRACT The objective of this study was to determine the impact of word-of-mouth information and evaluative factors (perceived value, perceived risk, and satisfaction) on behavioral intention of 253 international tourists, who were traveling in Taiwan during April, 2012.
The measurement scales used here were adapted from previous studies found in the literatures, revised to fit this study’s propose framework. The survey was conducted in Southern of Taiwan, Tainan. SPSS 16.0 has been used for analyzing data. In particular, exploratory factor analysis (EFA) is used to explore the structure of each constructs. Simple regression and multiple regression have been implemented, in order to provide an index of degree of relationship between criterion variables.
This study found that there is a positive linkage between word-of-mouth information and perceived value and also have strongly negative effects on the perceived risk. While, word-of-mouth information has no affects on the tourist satisfaction and behavioral intention. In the mean while, perceived value has a positive effect on tourist satisfaction and behavioral intention. Perceived risk has not only a negative effect on satisfaction but also on behavioral intention. Furthermore, the tourist satisfaction has a strongly positive effect on behavioral intention. Additionally, the result of this study illustrated that the mediating factor between behavioral intention and perceived value is satisfaction.
1.1 Introduction
The Global tourism and recreation industry has been growing rapidly since 1996 (Ministry of Economic Affairs (MOEA), 2008). In 2009, the number of international travelers reached 840 million, and tourism industry output value comprises 9.4 % of global GDP (Ministry of Economic Affairs (MOEA), 2009). In additional, tourism has become one of the major players in international commerce, also represents at the same time one of the main income sources for many developing countries (C. F. Chen &
The measurement scales used here were adapted from previous studies found in the literatures, revised to fit this study’s propose framework. The survey was conducted in Southern of Taiwan, Tainan. SPSS 16.0 has been used for analyzing data. In particular, exploratory factor analysis (EFA) is used to explore the structure of each constructs. Simple regression and multiple regression have been implemented, in order to provide an index of degree of relationship between criterion variables.
This study found that there is a positive linkage between word-of-mouth information and perceived value and also have strongly negative effects on the perceived risk. While, word-of-mouth information has no affects on the tourist satisfaction and behavioral intention. In the mean while, perceived value has a positive effect on tourist satisfaction and behavioral intention. Perceived risk has not only a negative effect on satisfaction but also on behavioral intention. Furthermore, the tourist satisfaction has a strongly positive effect on behavioral intention. Additionally, the result of this study illustrated that the mediating factor between behavioral intention and perceived value is satisfaction.
1.1 Introduction
The Global tourism and recreation industry has been growing rapidly since 1996 (Ministry of Economic Affairs (MOEA), 2008). In 2009, the number of international travelers reached 840 million, and tourism industry output value comprises 9.4 % of global GDP (Ministry of Economic Affairs (MOEA), 2009). In additional, tourism has become one of the major players in international commerce, also represents at the same time one of the main income sources for many developing countries (C. F. Chen &