Original scientific paper
A study on the influence of electronic word of mouth and the image of gastronomy tourism on the intentions of tourists visiting Macau
Ying-Chuan Wang
; Macau University of Science and Technology, Macau, China;
Abstract
The purpose of this study focuses on the extent to which electronic word-of- mouth (eWOM) and the image of Macanese gastronomy tourism influences tourists' intentions, based on samples of those who use the Internet, to search for information about Macanese gastronomy. This study was conducted from April to June 2013. A quantitative research method was adopted and online questionnaires were distributed to those participants who were members of online communities or travel groups. An incentive strategy was also used to increase response rates. Following data collection, the analysis was carried out. The findings revealed that the image of gastronomy tourism and eWOM had significantly positive effects on tourists' intentions, and electronic word of mouth had a significantly positive relationship with the image of Macanese gastronomy tourism. This suggests that both are leading factors in attracting tourists; therefore boosting the travel industry in Macau. Additionally, the image of cuisine held a stronger perception than image of restaurants and food related activities. The dimension of sociability held more credibility in comparison to other aspects of eWOM. This perhaps suggested that the image of gastronomy tourism had not been delivered sufficiently to tourists. The findings attempted to provide evidence for the Macau Government Tourism Office and website operators to effectively promote the image of gastronomy tourism in Macau. Internet use was explored in terms of motivating tourists to travel for reasons of gastronomy in order to create a reasonably valid construct for use in market segmentation purposes.
Keywords
gastronomy tourism; image of gastronomy tourism; tourists' intention; electronic word of mouth; Macao
Hrčak ID:
137484
URI
Publication date:
30.3.2015.
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