Third International Conference on Tourism & Leisure Studies

Abstract

The purpose of this study is to characterise persuasive WOM sources and to explore what factors lead to more WOM in different contexts. In Study 1 and 2 we used personal interviews with tourist using a standardised questionnaire and in study 3 personal and online interviews. Study 1 tests influence of perceived WOM characteristics on buying intentions. Study 2 aimed at factors affecting WOM. Study 3 tests influence of perceived WOM characteristics in an online context. All studies apply partial least squared estimation using Smart PLS Similarity with and expertise of WOM source are relevant influence factors in an offline context. Communication propensity is an import factor influencing WOM intention. It is driven by variety-seeking tendency and risk acceptance of tourists. Both are characteristics of variety seekers. Although variety seekers are not loyal to tourism destinations, they spread more persuasive WOM than loyal tourists and open the gateway to a whole network of potential new tourists. In an online context, expertise becomes more important the less “personal” the context of the review is. When the medium has a more personal touch similarity has a greater importance. In an offline context tourism managers should focus on disloyal tourists to encourage WOM because variety seekers are very often perceived as experts. As a consequence, their WOM is more persuasive than frequenters’ WOM. In an online context WOM it is more likely that anonymous WOM sources occur and therefore, managers should focus on people who are similar to their main target groups.