Word-of-mouth segments: online, offline, visual or verbal?

Ring, Amata, Tkaczynski, Aaron and Dolnicar, Sara (2016) Word-of-mouth segments: online, offline, visual or verbal?. Journal of Travel Research, 55 4: 481-492. doi:10.1177/0047287514563165

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Author Ring, Amata
Tkaczynski, Aaron
Dolnicar, Sara
Title Word-of-mouth segments: online, offline, visual or verbal?
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
1552-6763
Publication date 2016-04-01
Sub-type Article (original research)
DOI 10.1177/0047287514563165
Open Access Status Not yet assessed
Volume 55
Issue 4
Start page 481
End page 492
Total pages 12
Place of publication Thousand Oaks, CA, United States
Publisher Sage Publications
Language eng
Formatted abstract
Most tourists love to share their holiday experiences with family, friends, and, increasingly, strangers, using the Internet. Such word-of-mouth represents a highly influential information source for potential tourists and is therefore of great interest to tourism marketing managers. This study aims to understand patterns among tourists when sharing holiday experiences, both in terms of the communication channel they use and the kind of content they share. The findings contribute to a theoretical understanding of word-of-mouth behavior by empirically showing that word-of-mouth is not a homogeneous activity. Rather, results show that distinct segments of word-of-mouth behavior exist. Segments differ with regard to content shared (visual/verbal) and channel used (offline/online). Two out of the five segments use only offline channels to share their experiences, and the extent of visual content shared varies across segments. The article illustrates how these findings could be translated into proactive marketing action aimed at instigating word-of-mouth behavior.
Keyword Market segmentation
Electronic word-of-mouth
Traditional word-of-mouth
Bootstrap
Cluster analysis
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online before print 10 December 2014

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 4 times in Scopus Article | Citations
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Created: Tue, 23 Dec 2014, 18:53:46 EST by Karen Morgan on behalf of UQ Business School