The impact of electronic word-of-mouth marketing on the generation-Y's intention to buy tourism services

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dc.authorid0000-0002-0149-8301en_US
dc.authorid0000-0002-8731-8294en_US
dc.authorid0000-0003-3027-8487en_US
dc.authorid0000-0002-6817-714Xen_US
dc.authorid0000-0003-3063-981Xen_US
dc.authorid0000-0001-9777-4739en_US
dc.contributor.authorGüreş, Nuriye
dc.contributor.authorArslan, Seda
dc.contributor.authorYüksel, Cevher
dc.contributor.authorVarışlı, Aylin
dc.contributor.authorBabat, Duygu
dc.contributor.authorGündoğdu, Menekşe
dc.date.accessioned2021-03-09T07:02:47Z
dc.date.available2021-03-09T07:02:47Z
dc.date.issued2019en_US
dc.departmentAntakya Meslek Yüksekokuluen_US
dc.description.abstractPurpose – In recent years, social networks have been extensively used by both individuals and companies. In particular, prior to the purchase of services, customers may be able to decide to buy by considering the messages posted in social networks. Therefore, it is very important to know how effective these messages on pre-purchase decisions of the customers. The purpose of this study is to search the influence level of electronic word-of-mouth marketing (e-wom) on the purchase decisions of the customers related to tourism services. Design/methodology/approach –The survey was conducted in both face to face and on the internet. A total of 485 people have been reached. T-test, ANOVA and regression methods were used for the analysis of data. Findings – According to the analysis results, the trust in e-wom, the quality of e-wom and the willingness of customers to obtain information have a positive impact on the intention to purchase tourism services. Discussion – Businesses operating in the tourism sector should carefully review the feedback made with E-WOM for their services and resolve the problems. Thus, by reducing negative feedback in particular, customers ' intentions to purchase tourism services can be positively affected.en_US
dc.identifier.citationGÜREŞ N,ARSLAN S,YÜKSEL C,BABAT D,GÜNDOĞDU M (2019). The Impact of Electronic Word-of-Mouth Marketing on the Generation-Y's Intention to Buy Tourism Services. İşletme Araştırmaları Dergisi, 11(2), 905 - 916.en_US
dc.identifier.doi10.20491/isarder.2019.644en_US
dc.identifier.endpage916en_US
dc.identifier.issn1309-0712
dc.identifier.issue2en_US
dc.identifier.startpage905en_US
dc.identifier.urihttps://dx.doi.org/10.20491/isarder.2019.644
dc.identifier.urihttps://hdl.handle.net/20.500.12483/3138
dc.identifier.volume11en_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.relation.ispartofİşletme Araştırmaları Dergisien_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Başka Kurum Yazarıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectE-Women_US
dc.subjectGeneration-Yen_US
dc.subjectTravel Servicesen_US
dc.subjectAttitudeen_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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