Conceptualising the Antecedents of Ewom in the Post-Consumption Behaviour Assessment of Tourism Sports Activities
DOI:
https://doi.org/10.32890/jeth2023.3.5Keywords:
Electronic Word-Of-Mouth, Perceived Value, Commitment, E-Media Familiarity, SatisfactionAbstract
Given the popularity of electronic media in today’s digital information era, visitors are likely to share their visit experience online with their colleagues or the public, especially on popular social media platforms. Thus, word-of-mouth practice has moved from physical word-of-mouth to online word of mouth, known as electronic word-of-mouth (eWOM). Responding to this new phenomenon, this paper attempts to propose a testable research framework for assessing tourism sports activities experience at the tourist destination. In other words, this paper aims to identify the antecedents of eWOM among tourism sports customers. Methodically, desk research was carried out whereby past literature was exhaustively reviewed to establish a conceptual understanding of tourism sport experience assessments and to consolidate the variables as a working model. In this context, this paper proposed a relational model that explains the effect of the perceived value, satisfaction, commitment and electronic media (e-media) familiarity on eWOM. This model also anticipated the moderation role of e-media familiarity between commitment and eWOM. Theoretically, the proposed framework reduces the gaps related to the construction of research variables for tourism sports experience assessment. Practically, this paper provides sport tourism operators with a comprehensive testable framework that can guide them in understanding their customers’ consumption behaviour assessment process and their electronic word-of-mouth response.
Downloads
References
Ahmad, A. H., Ibrahim, A., Ahmad, Z. H., & Masri, R. (2019). The predictors of sports tourism involvement in Malaysia: An extreme sport overview. Humanities and Social Sciences Reviews, 7(2), 449–453. https://doi.org/10.18510/hssr.2019.7252
Ahn, J. J., Choi, E. K. C., & Joung, H. W. (2020). Does gender moderate the relationship among festival attendees’ motivation, perceived value, visitor satisfaction, and electronic word-of-mouth? Information (Switzerland), 11(9). https://doi.org/10.3390/INFO11090412
Ali, R., Wahyu, F., Darmawan, D., Retnowati, E., & Lestari, U. (2022). Effect of electronic word of mouth, perceived service quality and perceived usefulness on Alibaba’s customer commitment. Journal of Business and Economics Research (JBE), 3(2), 232–237. https://doi.org/10.47065/jbe.v3i2.1763
Armbrecht, J. (2021). Event quality, perceived value, satisfaction and behavioural intentions in an event context. Scandinavian Journal of Hospitality and Tourism, 21(2), 169–191. https://doi.org/10.1080/15022250.2021.1877191
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20.
Baloglu, S. (2001). Image variations of Turkey by familiarity index: Informational and experiential dimensions. Tourism Management, 22(2), 127–133. https://doi.org/10.1016/s0261-5177(00)00049-2
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31–40. https://doi.org/10.1002/dir.1014
Caber, M., Albayrak, T., & Crawford, D. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31(October 2019), 100327. https://doi.org/10.1016/j.jort.2020.100327
Carlson, J., Rosenberger, P. J., & Rahman, M. M. (2016). A hierarchical model of perceived value of group-oriented travel experiences to major events and its influences on satisfaction and future group-travel intentions. Journal of Travel and Tourism Marketing, 33(9), 1251–1267. https://doi.org/10.1080/10548408.2015.1117407
Chang, Y. C., Yeh, T. M., Pai, F. Y., & Huang, T. P. (2018). Sport activity for health!! The effects of karate participants’ involvement, perceived value, and leisure benefits on recommendation intention. International Journal of Environmental Research and Public Health, 15(5). https://doi.org/10.3390/ijerph15050953
Chao, H., & Rashid, B. (2020). Conceptualisation of hotel guest experience assessment process and electronic words of mouth. Journal of Indonesian Tourism and Development Studies, 8(2), 64–70. https://doi.org/10.21776/ub.jitode.2020.008.02.01
Chen, C. H., Nguyen, B., Klaus, P. “Phil,” & Wu, M. S. (2015). Exploring electronic word-of-mouth (ewom) in the consumer purchase decision-making process: The case of online holidays – evidence from United Kingdom (UK) consumers. Journal of Travel and Tourism Marketing, 32(8), 953–970. https://doi.org/10.1080/10548408.2014.956165
Chen, Y. F., Law, R., & Yan, K. K. (2022). Negative ewom management: How do hotels turn challenges into opportunities? Journal of Quality Assurance in Hospitality and Tourism, 23(3), 692–715. https://doi.org/10.1080/1528008X.2021.1911729
Cheung, C. M., & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis. BLED 2010 Proceedings, 18. http://aisel.aisnet.org/bled2010http://aisel.aisnet.org/bled2010/18
Ciolac, R., Adamov, T., Iancu, T., Popescu, G., Lile, R., Rujescu, C., & Marin, D. (2019). Agritourism-A sustainable development factor for improving the “health” of rural settlements. Case study Apuseni Mountains area. Sustainability (Switzerland), 11(5). https://doi.org/10.3390/su11051467
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12), 782–800. https://doi.org/10.1108/01409170610717817
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(July 2018), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
Elahi, A., Moradi, E., & Saffari, M. (2020). Antecedents and consequences of tourists’ satisfaction in sport event: Mediating role of destination image. Journal of Convention and Event Tourism, 21(2), 123–154. https://doi.org/10.1080/15470148.2020.1731726
Gammon, S., & Robinson, T. (2003). Sport and tourism: A conceptual framework. Journal of Sport and Tourism, 8(1), 21–26. https://doi.org/10.1080/14775080306236
Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2021). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: a case of war tourism. Current Issues in Tourism, 24(21), 3090–3106. https://doi.org/10.1080/13683500.2020.1863924
Giannake, G., Economou, A., Metaxas, T., & Geitona, M. (2023). Medical Tourism in the Region of Thessaly, Greece: Opinions and Perspectives from Healthcare Providers. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15107864
Gustafsson, A., Johnson, M. D., Roos, I., Maynard, D., & Ross, S. M. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69, 210–218.
Ha, H.-Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452.
Ha, J., & (Shawn) Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. https://doi.org/10.1016/j.ijhm.2009.03.009
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hervás, J. C., Prado-Gascó, V., & González-Serrano, M. H. (2020). Perceived value in sporting events (PVSP): A further step for the strategic management. Sustainability (Switzerland), 12(12), 1–19. https://doi.org/10.3390/SU12145498
Hoang, S. D., Sandeep, K. D., Nguyen, T., Nguyen, T., & Tučková, Z. (2022). A Study on the Positive Impact of eWOM in Eco-Tourism Destinations of Vietnam. Proceedings of the 5th International Conference on Tourism Research, 157–166.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9. http://jcr.oxfordjournals.org/
Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology, 8(July), 1–4. https://doi.org/10.3389/fpsyg.2017.01256
Humagain, P., & Singleton, P. A. (2021). Examining relationships between COVID-19 destination practices, value, satisfaction and behavioral intentions for tourists’ outdoor recreation trips. Journal of Destination Marketing and Management, 22(August), 100665. https://doi.org/10.1016/j.jdmm.2021.100665
Hyun, M., & Jordan, J. S. (2020). Athletic goal achievement: A critical antecedent of event satisfaction, re-participation intention, and future exercise intention in participant sport events. Sport Management Review, 23(2), 256–270. https://doi.org/10.1016/j.smr.2019.01.007
Jeong, M., & Shin, H. H. (2020). Tourists’ experiences with smart tourism technology at smart destinations and their behavior intentions. Journal of Travel Research, 59(8), 1464–1477. https://doi.org/10.1177/0047287519883034
Jeong, Y., & Kim, S. (2019). The key antecedent and consequences of destination image in a mega sporting event. South African Journal of Business Management, 50(1), 1–11. https://doi.org/https://doi.org/10.4102/sajbm.v50i1.1480
Jeong, Y., Kim, S. K., & Yu, J. G. (2019). Determinants of behavioral intentions in the context of sport tourism with the aim of sustaining sporting destinations. Sustainability (Switzerland), 11(11). https://doi.org/10.3390/su11113073
Jin, N., Lee, S., & Lee, H. (2013). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 82–95. https://doi.org/10.1002/jtr.1968
Jing, L., Xin, X., & Ngai, E. (2017). An investigation of the presentational impacts of user-generated picture and text on consumer information processing and attitude outcomes in the e-WOM context. AMCIS Proceedings. https://aisel.aisnet.org/amcis2017/eBusiness/Presentations/2
Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing and Management, 8(March 2017), 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002
Kim, S. K., Yim, B. H., Byon, K. K., Yu, J. G., Lee, S. M., & Park, J. A. (2016). Spectator perception of service quality attributes associated with Shanghai Formula One: Importance and performance analysis approach. International Journal of Sports Marketing and Sponsorship, 17(2), 153–171. https://doi.org/10.1108/IJSMS-04-2016-011
Kuhzady, S., Çakici, C., Olya, H., Mohajer, B., & Han, H. (2020). Couchsurfing involvement in non-profit peer-to-peer accommodations and its impact on destination image, familiarity, and behavioral intentions. Journal of Hospitality and Tourism Management, 44(July), 131–142. https://doi.org/10.1016/j.jhtm.2020.05.002
Kunkel, T., Doyle, J. P., & Berlin, A. (2017). Consumers’ perceived value of sport team games-a multidimensional approach. Journal of Sport Management, 31(1), 80–95. https://doi.org/10.1123/jsm.2016-0044
Lai, M. Y., Fotiadis, A. K., Abu-ElSamen, A., & Beede, P. (2022). Analysing the effect of membership and perceived trust on sport events electronic word-of-mouth (eWOM) intention. Tourism Recreation Research, 47(1), 91–104. https://doi.org/10.1080/02508281.2020.1823780
Malchrowicz-Mosko, E., & Munsters, W. (2018). Sport tourism: A growth market considered from a cultural perspective. Journal of Martial Arts Anthropology, 18(4), 25–38. https://doi.org/10.14589/ido.18.4.4
Mapjabil, J., Marzuki, M., Kumalah, M. J., Tangavello, L., & Zainal Abidin, M. K. (2015). Sport as a tourism attraction in Malaysia: Potential and prospects. Malaysian Journal of Society and Space, 11(12), 23–31. https://doi.org/http://dx.doi.org/10.5829/idosi.wasj.2016.1678.1684
Marmaya, N., Balakrishnan, B., & Shuaib, A. (2018). Electronic word-of-mouth (eWOM) behavior in Malaysia: Successful marketing strategy. International Journal of Academic Research in Business and Social Sciences, 8(9), 1244–1255. https://doi.org/10.6007/ijarbss/v8-i9/4694
Montesinos-saura, E., Miguel Vegara-ferri, J., Morales-baños, V., María López-gullón, J., & Felipe López-sánchez, G. (2018). Perceived quality, perceived value, satisfaction and future intentions in participants in swimming crossings. Journal of Physical Education and Sport ® (JPES), 18, 1316–1322. https://doi.org/10.7752/jpes.2018.s3195
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20–38.
Mpinganjira, M., Roberts-Lombard, M., & Svensson, G. (2017). Validating the relationship between trust, commitment, economic and non-economic satisfaction in South African buyer-supplier relationships. Journal of Business and Industrial Marketing, 32(3), 421–431. https://doi.org/10.1108/JBIM-04-2015-0073
Narvekar, R. H., & Dayanand, M. S. (2020). Perceived value in adventure tourism-a study of trekkers in himachal pradesh with respect to satisfaction and future intentions! Journal of Tourism and Development, 2020(34), 21–38. https://doi.org/10.34624/rtd.v0i34.22330
Oliveira Santini, F., Ladeira, W. J., & Sampaio, C. H. (2018). Tourists’ perceived value and destination revisit intentions: The moderating effect of domain-specific innovativeness. International Journal of Tourism Research, 20(3), 277–285. https://doi.org/10.1002/jtr.2178
Oliver, R. L. (1997). Satisfaction. A behavioral perspective on the consumer. In McGraw-Hill, New York.
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer experience and commitment on ewom and revisit intention: A case of Taladtongchom Thailand. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2108584
Petrick, J. F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43(1), 29–38. https://doi.org/10.1177/0047287504265509
Prentice, R. (2004). Tourist familiarity and imagery. Annals of Tourism Research, 31(4), 923–945. https://doi.org/10.1016/j.annals.2004.02.008
Pujiastuti, E. E., Soeprapto, A., Susanta, S., Utomo, H. S., & Maharaniputri, A. (2022). The role of perceived value in understanding tourist experience and post experience at heritage destinations. Jurnal Siasat Bisnis, 26(1), 35–56. https://doi.org/10.20885/jsb.vol26.iss1.art3
Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-wom. Agriculture and Agricultural Science Procedia, 3, 149–153. https://doi.org/10.1016/j.aaspro.2015.01.029
Rajendran, R. P., & Arun, C. J. (2021). The effect of sport nostalgia on discrete positive emotions, positive eWOM, and revisit intention of sport tourists: a conceptual framework. International Journal of Business and Economics, 6(2), 232–248. https://doi.org/10.5281/zenodo.5760051
Rashid, B., Chao, H., & Nor Azam, N. R. A. (2021). The antecedent of electronic word of mouth responses in hotel experience evaluation. Journal of Tourism, Culinary, and Entrepreneurship (JTCE), 1(2), 122–139.
Rashid, B., Mohammed, A.-A., & Azam, N. R. A. (2017). Conceptualisation of tourist visit experience assessment process. Proceedings of The 5th Tourism and Hospitality International Conference (THIC 2017), 43–51.
Reyes-Menendez, A., Correia, M. B., & Matos, N. (2020). Understanding online consumer behavior and ewom strategies for sustainable business management in the tourism industry. Sustainability (Switzerland), 12(21), 1–14. https://doi.org/10.3390/su12218972
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The impact of e-wom on hotels management reputation: Exploring tripadvisor review credibility with the ELM model. IEEE Access, 7, 68868–68877. https://doi.org/10.1109/ACCESS.2019.2919030
Rouibah, K., Al-Qirim, N., Hwang, Y., & Pouri, S. G. (2021). The determinants of ewom in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction. Journal of Global Information Management, 29(3), 75–102. https://doi.org/10.4018/JGIM.2021050104
Roy, S. K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2019.1642937
Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394–409. https://doi.org/10.1016/j.tourman.2004.11.007
Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427–451. https://doi.org/10.1177/1470593107083165
Sánchez-Rebull, M. V., Rudchenko, V., & Martín, J. C. (2018). The antecedents and consequences of customer satisfaction in tourism: A systematic literature review. Tourism and Hospitality Management, 24(1), 151–183. https://doi.org/10.20867/thm.24.1.3
Sanz-Blas, S., Buzova, D., & Carvajal-Trujillo, E. (2019). Familiarity and visit characteristics as determinants of tourists’ experience at a cruise destination. Tourism Management Perspectives, 30(January), 1–10. https://doi.org/10.1016/j.tmp.2019.01.005
Sharipudin, M. N. S., Cheung, M. L., De Oliveira, M. J., & Solyom, A. (2023). The role of post-stay evaluation on eWOM and hotel revisit intention among Gen Y. Journal of Hospitality and Tourism Research, 47(1), 57–83. https://doi.org/10.1177/10963480211019847
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/https://doi.org/10.1016/0148-2963(91)90050-8
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tsao, W. C., & Hsieh, M. T. (2012). Exploring how relationship quality influences positive eWOM: The importance of customer commitment. Total Quality Management and Business Excellence, 23(7–8), 821–835. https://doi.org/10.1080/14783363.2012.661137
Tu, R., Park, S. K., & Ding, Y. (2023). Travel intentions of travelers in the COVID-19 context: The moderation of fear of covid-19. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1136465
Vegara-Ferri, J. M., López-Gullón, J. M., Valantine, I., Suárez, A. D., & Angosto, S. (2020). Factors influencing the tourist’s future intentions in small-scale sports events. Sustainability (Switzerland), 12(19), 1–18. https://doi.org/10.3390/su12198103
Vieira, V. A. (2014). Antecedents and consequences of perceived value: A meta-analytical perspective. Journal of Customer Behaviour, 12(2), 111–133. https://doi.org/http://dx.doi.org/10.1362/147539213X13832198548210
Wang, Y., So, K. K. F., & Sparks, B. A. (2016). Technology readiness and customer satisfaction with travel technologies: A cross-country investigation. Journal of Travel Research, 1–15. https://doi.org/10.1177/0047287516657891
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153. https://doi.org/10.1007/BF02894350
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zeqiri, J., Ramadani, V., & Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2022.2153721
Published
Issue
Section
License
Copyright (c) 2023 Journal of Event, Tourism and Hospitality Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Research impact
Harvested 2026-09-14Counts differ between services because each indexes a different body of literature. None of them is the whole picture.
