The Influence of eWOM Credibility on Visit Intention: An Integrative Moderated Mediation Model

11 Pages Posted: 11 Feb 2021

See all articles by Lamia Nechoud

Lamia Nechoud

École Supérieure de Commerce

Faouzi Ghidouche

École des Hautes Études Commerciales

Hugues Seraphin

University of Winchester

Date Written: February 15, 2021

Abstract

Purpose: This study examines the process by which eWOM susceptibility moderates the strength of indirect links between the perceived credibility of eWOM messages and the intention to visit a destination via the destination image and the perceived usefulness of these messages.

Methods: The research hypotheses were tested according to structural equations modelling and Hayes procedure, which made it possible to study simultaneously and rigorously the mediating and moderating effects, and to have a clear view on the model fittness.

Results: The results indicate that the mediation links of the destination image on the relationship between perceived credibility and intention to visit a destination, are moderated by the susceptibility of the eWOM (the comments generated by Internet users or the sharing of tourists' experiences on Facebook). This study also indicates that the relationship between the perceived credibility of the eWOM and the intentions to visit a destination is mediated by the usefulness of the eWOM messages and the destination image.

Implications: Tourism practitioners seeking to attract tourists can use the eWOM as a communication technique for product and/or service recommendations. Given the powerful influence of the eWOM, it should not be ignored or misused, but managed to improve the effectiveness of marketing strategies in hospitality, tourism and travel.

Keywords: perceived credibility, eWOM susceptibility, perceived usefulness, intention to visit, destination image

JEL Classification: L83, M31, Z33

Suggested Citation

Nechoud, Lamia and Ghidouche, Faouzi and Seraphin, Hugues, The Influence of eWOM Credibility on Visit Intention: An Integrative Moderated Mediation Model (February 15, 2021). Journal of Tourism, Heritage & Services Marketing (JTHSM), Vol. 7, No. 1, pp. 54-63, 2021, DOI: 10.5281/zenodo.4521314, Available at SSRN: https://ssrn.com/abstract=3783822

Lamia Nechoud (Contact Author)

École Supérieure de Commerce ( email )

Algeria

Faouzi Ghidouche

École des Hautes Études Commerciales ( email )

Algeria

Hugues Seraphin

University of Winchester ( email )

West Hill
Hampshire
Winchester, SO22 4NR
United Kingdom

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
126
Abstract Views
499
rank
277,368
PlumX Metrics