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A Comparative Study of the Impact of Negative Word of Mouth on Travel Intentions of Chinese and Korean Consumers in Tourism Destinations
| Content Provider | MDPI |
|---|---|
| Author | Li, Weijia Liu, Ziyang |
| Copyright Year | 2022 |
| Description | This article is based on reducing the negative effect of negative word-of-mouth on consumers’ travel intentions. We constructed a model of consumers’ travel intentions to explore the influence of negative word-of-mouth about tourist destinations on consumers’ travel intentions, examine the moderating effect of destination familiarity and the mediating utility of negative emotions, and conduct a comparative analysis between China and South Korea. Based on SPSS and AMOS analysis, we found the following: (1) Negative word-of-mouth has no direct positive effect on travel intention, and negative emotion plays a completely mediating role between negative word-of-mouth and travel intention, whereas high-intensity negative emotion is positively related to travel intention. (2) Travel destination familiarity has a moderating effect on negative word-of-mouth and negative emotions. Consumers with higher familiarity make external attributions and generate high-intensity negative emotions when they receive negative word-of-mouth; consumers with lower familiarity make internal attributions and generate low-intensity negative emotions. To improve consumers’ travel intentions, companies can enhance the relationship between tourist destination brands and tourists, adopt different management strategies for negative word-of-mouth according to the level of familiarity of destinations, and formulate tourism strategies. |
| Starting Page | 2062 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su14042062 |
| Journal | Sustainability |
| Issue Number | 4 |
| Volume Number | 14 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2022-02-11 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Negative Word of Mouth Negative Emotion Destination Brand Familiarity Travel Intention |
| Content Type | Text |
| Resource Type | Article |
