THE IMPACT OF MEMORABLE TRAVEL EXPERIENCE ON POSITIVE WORD OF MOUTH IN SOCIAL NETWORK ABOUT DA NANG

Lê Thái Phượng

doi:10.34238/tnu-jst.6473

THE IMPACT OF MEMORABLE TRAVEL EXPERIENCE ON POSITIVE WORD OF MOUTH IN SOCIAL NETWORK ABOUT DA NANG

About this article

Received: 08/09/22 Revised: 29/09/22 Published: 29/09/22

Authors

Le Thai Phuong , Da Nang Architecture University

Abstract

The study aimed to determine the components of memorable travel experiences that affect visitors' positive word of mouth on social networks about Da Nang. Inheriting previous studies, memorable travel experience was considered through 7 components and measured by 24 observed variables; Positive word of mouth on social networks was measured by 5 observed variables. The survey was supported by tour guides and collected 197 samples that met the analysis criteria. The results of Cronbach's Alpha Reliability Test and Exploratory Factor Analysis show that the scales are reliability, discriminant and convergence. The results of the linear regression analysis have shown the impact of 7 memorable tourist experience components on the positive word of mouth of tourists on social networks about Da Nang, including: (1) hedonism, (2) novelty, (3) local culture, (4) refreshment, (5) meaningfulness; (6) involvement, (7) knowledge. In which, the level of involvement of tourists in tourism activities in Da Nang has the greatest impact on positive word of mouth on social networks.

Keywords

Electronic word of mouth; Memorable travel experience; Visitors; Social networks; Da Nang

Full Text:

PDF (Tiếng Việt)

References

[1] E. W. Anderson, “Customer Satisfaction and Word of Mouth,” Journal of Service Research, vol. 1, no. 1, pp. 5-17, 1998.

[2] S. Kundu and R. S. Rajan, “Word of Mouth: A Literature Review,” International Journal of Economics & Management Sciences, vol. 6, no. 6, pp. 1-9, 2017.

[3] N. Anh, “The Power of Word of Mouth Marketing,” 2019. [Online]. Available: https://advertisingvietnam .com/suc-manh-cua-marketing-truyen-mieng-word-of-mouth-marketing. [Accessed April 15, 2022].

[4] T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?,” Journal of Interactive Marketing, vol. 18, no. 1, pp. 38-52, 2004.

[5] M. C. Le and T. N. Le, “The impact of electronic word of-mouth (eWOM) in social media on purchase intention: a case study of customers perception in Can Tho City,” Can Tho University Journal of Science, vol. 54, no. 1D, pp. 133-143, 2018.

[6] S. W. Litvin, R. E. Goldsmith, and B. Pan, “Electronic word-of-mouth in hospitality and tourism management,” Tourism Management, vol. 29, no. 3, pp. 458-468, 2008.

[7] T. P. T. Hoang and T. T. Nguyen, “The adoption of e-Word of mouth and brand trust in Vietnam tourism,” Ho Chi Minh city Open University Journal of Science, vol. 1, no. 12, pp. 15-27, 2017.

[8] T. T. H. Le, “Factors affecting tourist’s loyalty and electronic word of mouth toward Ho Chi Minh city destination,” Journal of Science Technology and Food, vol. 16, no. 1, pp. 126-139, 2018.

[9] D. T. Ngo, “The impact of electronic word of mouth by images on tourists’ destination selection – Empirical research at Ly Son,” Viet Nam Trade and Industry Review, vol. 6, pp. 158-165, 2019.

[10] T. K. P. Tran, T. Q. N. Vo, T. T. N. Nguyen, L. H. D. Huynh, and T. V. Tran, “Relationship between electronic word of mouth and brand equity: A case study of hotel industry in Viet Nam,” Journal of Economic Studies, vol. 9, no. 2, pp. 69-90, 2021.

[11] J. H. Kim, J. R. B. Ritchie, and B. McCormick, “Development of a Scale to Measure Memorable Tourism Experiences,” Journal of Travel Research, vol. 5, no. 1, pp. 12-25, 2012.

[12] J. H. Kim, “The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction,” Journal of Travel Research, vol. 57, no. 7, pp. 856-870, 2017.

[13] H. Oh, A. Fiore, and M. Jeong, “Measuring experience economy concepts: Tourism applications," Journal of Travel Research, vol. 46, pp. 119-32, 2007.

[14] M. F. Coelho and M. S. Gosling, “Memorable Tourism Experience (MTE): a scale proposal and test,” Tourism and Management Studies, vol. 14, no. 4, pp. 15-24, 2018.

[15] J. W. C. Wong, I. K. W. Lai, and Z. Tao, “Memorable ethnic minority tourism experiences in China: A case study of Guangxi Zhuang Zu,” Journal of Tourism and Cultural Change, vol. 17, no. 4, pp. 508-525, 2019.

[16] S. Hosany, E. Sthapit, and P. Björk, “Memorable tourism experience:A review and research agenda,” Psychology and Marketing, vol. 39, no. 6, pp. 1467-1486, 2022.

[17] A. Serra-Cantallops, J. Ramon-Cardona, and F. Salvi, “ The impact of positive emotional experiences on eWOM generation and loyalty,” Spanish Journal of Marketing, vol. 22, no. 2, pp. 142-162, 2018.

[18] J. Hair, W. Black, B. Babin, R. Anderson, and R. Tatham, Multivariate data analysis. New Jersey: PrenticeHall International Inc, 2006.

[19] T. Hoang and N. M. N. Chu, Analysis of research data with SPSS. Ha Noi: Hong Duc Publishing House, 2008.

[20] J. Nunnally, Psychometric Theory. New York: McGraw-Hill, 1978.

[21] Q. V. Cao, “Using exploratory factor analysis (EFA) technique to evaluate measurement models in scientific research: some summary and implications,” Journal of Yersin Science, vol. 9, pp. 3-11, 2021.

DOI: https://doi.org/10.34238/tnu-jst.6473

Refbacks

There are currently no refbacks.



Remember me