The Impact of Electronic Word-of-Mouth Marketing on the Generation-Y's Intention to Buy Tourism Services

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dc.contributor.authorGüreş, Nuriye
dc.contributor.authorArslan, Seda
dc.contributor.authorYüksel, Cevher
dc.contributor.authorBabat, Duygu
dc.contributor.authorGündoğdu, Menekşe
dc.date.accessioned2024-09-19T16:26:51Z
dc.date.available2024-09-19T16:26:51Z
dc.date.issued2019
dc.departmentHatay Mustafa Kemal Üniversitesien_US
dc.description.abstractPurpose – In recent years, social networks have been extensively used by both individuals andcompanies. In particular, prior to the purchase of services, customers may be able to decide tobuy by considering the messages posted in social networks. Therefore, it is very important toknow how effective these messages on pre-purchase decisions of the customers. The purpose ofthis study is to search the influence level of electronic word-of-mouth marketing (e-wom) on thepurchase decisions of the customers related to tourism services.Design/methodology/approach –The survey was conducted in both face to face and on theinternet. A total of 485 people have been reached. T-test, ANOVA and regression methods wereused for the analysis of data.Findings – According to the analysis results, the trust in e-wom, the quality of e-wom and thewillingness of customers to obtain information have a positive impact on the intention topurchase tourism services.Discussion – Businesses operating in the tourism sector should carefully review the feedbackmade with E-WOM for their services and resolve the problems. Thus, by reducing negativefeedback in particular, customers ' intentions to purchase tourism services can be positivelyaffected.en_US
dc.identifier.endpage916en_US
dc.identifier.issn1309-0712
dc.identifier.issue2en_US
dc.identifier.startpage905en_US
dc.identifier.trdizinid312364en_US
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/312364
dc.identifier.urihttps://hdl.handle.net/20.500.12483/16423
dc.identifier.volume11en_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.relation.ispartofİşletme Araştırmaları Dergisien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.titleThe Impact of Electronic Word-of-Mouth Marketing on the Generation-Y's Intention to Buy Tourism Servicesen_US
dc.typeArticleen_US

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