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Travel Talk :
Travel Talk : eWOM Across Multiple Cultures
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- Foster, Tim (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Styvén, Maria Ek (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Wallström, Åsa (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Engström, Anne (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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(creator_code:org_t)
- 2017-01-07
- 2017
- Engelska.
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Ingår i: Creating Marketing Magic and Innovative Future Marketing Trends. - Cham : Springer International Publishing. - 9783319455952 - 9783319455969 ; , s. 703-704
- Relaterad länk:
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https://ltu.diva-por... (primary) (Raw object)
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http://ltu.diva-port...
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- Word-of-mouth (WOM) communication is considered the most important, informal means of communication between consumers (Derbaix and Vanhamme 2003). An increasingly important extension of the traditional face-to-face WOM used by consumers is the electronic word of mouth (eWOM), especially with regard to how eWOM is used within today’s online social media outlets (Weisfeld-Spolter et al. 2014). Within the travel and tourism industry, eWOM has become vitally important, as consumers tend to trust information from consumer-generated (social) media more than information from service providers (Ip et al. 2012). This is particularly true for the younger generation of Internet users—the “e-generation,” who are “digital natives” and who have used digital technologies since they were kids. The aim of this study is to provide a better understanding on how today’s e-generation is using eWOM as tourists/travelers, from a multicultural perspective. In order to reach this aim, the following research questions are stated: (RQ1) How are e-generation consumers using eWOM when planning a trip?; (RQ2) How are e-generation consumers using eWOM during and after a trip?
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Industrial Marketing
- Industriell marknadsföring
Publikations- och innehållstyp
- ref (ämneskategori)
- kon (ämneskategori)
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