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Title:
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ONLINE WOM USAGE MODEL FOR TOURISM |
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Author(s):
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Masato Nakajima, Kosuke C. Yamada, Muneo Kitajima |
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ISBN:
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978-972-8939-40-3 |
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Editors:
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Piet Kommers, Nik Bessis and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Online WOM, Tourism, C2C interaction, service provider, Cognitive Chrono-Ethnography (CCE) |
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Type:
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Short Paper |
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First Page:
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182 |
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Last Page:
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186 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Nowadays, service providers in tourism cannot utilize the online word of mouth (WOM) information to improve their service for tourists because they do not understand how tourists use the WOM information. In this paper, we investigated how tourists utilize the online WOM as a consumer to consumer (C2C) interaction for choosing travel destinations, using a methodology based on Cognitive Chrono-Ethnography (CCE) (Kitajima, Nakajima and Toyota, 2010). In particular, we focused on senders and receivers styles of using an online WOM. Based on these observations, we built an online WOM usage model for tourism. The model helps service providers evaluate effects of online WOMs on tourists choices. |
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