Interactive eWOM, consumer engagement, loyalty, eWOM sharing, and purchase behaviour nexus: an integrated framework for tourism and hospitality industry
by Mohammad Abuhjeeleh; Maher Odeh Falah Al-Shamaileh; Saaherah Basil Alkilany; Khaldoun Kanaan
International Journal of Services Operations and Informatics (IJSOI), Vol. 12, No. 3, 2023

Abstract: Businesses enterprises in the hospitality and tourism industry strives to attract and boost the number of patronisers. Managers in the industry have great thirst and quest for technological tools and approach to enhance communication and revenue. Interactive e-WOM as a modern tool by which interaction between enterprises and consumers can be enhanced is viewed a possible solution for sustainability. This study aims to provide an integrative review on the impact of Interactive e-WOM on tourist engagement and loyalty, and their subsequent impact on tourist knowledge or experience sharing behaviour and purchase intention. Results suggests that website features like interactive e-WOM contents serve as a trigger that initiates the process of tourist attitudinal and behavioural changes that culminates in positive behavioural intentions for the tourism and hospitality ventures. Interactive e-WOM content enhances consumers loyalty and engagement, which foster e-WOM sharing and purchase behaviour. Implications for theory and practice are prescribed.

Online publication date: Tue, 18-Jul-2023

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