Exploring word of mouth influences on travel decisions: Friends and relatives vs. other travellers

Murphy, Laurie, Moscardo, Gianna and Benckendorff, Pierre (2007) Exploring word of mouth influences on travel decisions: Friends and relatives vs. other travellers. International Journal of Consumer Studies, 31 5: 517-527. doi:10.1111/j.1470-6431.2007.00608.x

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Author Murphy, Laurie
Moscardo, Gianna
Benckendorff, Pierre
Title Exploring word of mouth influences on travel decisions: Friends and relatives vs. other travellers
Journal name International Journal of Consumer Studies   Check publisher's open access policy
ISSN 1470-6423
Publication date 2007-09
Sub-type Article (original research)
DOI 10.1111/j.1470-6431.2007.00608.x
Open Access Status File (Author Post-print)
Volume 31
Issue 5
Start page 517
End page 527
Total pages 11
Place of publication Oxford, United Kingdom
Publisher Wiley-Blackwell Publishing
Language eng
Formatted abstract
Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the travel decision-making process. Friends and relatives have been identified as organic image-formation agents, and it has been emphasized that this WOM information is one of the most relied-upon sources of information for destination selection. While there has been recognition of the importance of WOM information sources on consumer behaviour in tourism, little has been performed to understand more specifically how and what behaviour is influenced. This study examined the differing influences of friends and relatives vs. other travellers on the travel choices and behaviours of 412 visitors to the North Queensland Region in Australia. More specifically, the present study compared the following four groups of respondents: those who indicated that they obtained travel information from friends/relatives and other travellers (n = 70); those who obtained information from friends/relatives only (n = 121); those who obtained information from other travellers only (n = 105); and those who obtained information from neither (i.e. no WOM) (n = 116). The results indicated that there were significant differences across the four groups with respect to demographic characteristics, other information sources used, accommodation and transportation used, and travel activities in the destination. However, the groups did not differ in their image of the destination.
Keyword Word of mouth
Travel decision making
Personal information sources
Organic information sources
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 29 times in Thomson Reuters Web of Science Article | Citations
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Created: Wed, 04 May 2011, 09:55:10 EST by Dr Pierre Benckendorff on behalf of School of Tourism