Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/239770 
Erscheinungsjahr: 
2016
Quellenangabe: 
[Journal:] Administrative Sciences [ISSN:] 2076-3387 [Volume:] 6 [Issue:] 4 [Publisher:] MDPI [Place:] Basel [Year:] 2016 [Pages:] 1-17
Verlag: 
MDPI, Basel
Zusammenfassung: 
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.
Schlagwörter: 
destination image
electronic word-of-mouth
traditional word-of-mouth
word-of-mouth
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