Seeing is Believing: The Effects of Word of Mouth on Homestay Tourists’ Behaviour Intention

Seeing is Believing: The Effects of Word of Mouth on Homestay Tourists’ Behaviour Intention

Ding Chunbin1 and Liu Huiyue2*
1an undergraduate majoring in Tourism Management in Shenzhen Tourisim College of Jinan University.
2Ph.D., an associate professor in Shenzhen Tourism College of Jinan University.

This study employs structural equation model that establishes the effect of face-to-face word of mouth and electronic word of mouth directly on homestay tourists’ behaviour intention or through homestay image and attitude. Total 521 valid questionnaires are collected both online and offline. Analysis was performed using SPSS and Mplus7.0. The results illustrate that face-to-face word of mouth has no significant influence on homestay image, attitude and tourists’ behaviour intention while electronic word of mouth has a great effect on them. The homestay image and attitude which play mediating roles in the model also have significant impact on behaviour intention. Further practical implications of the study are discussed along with recommendations for future development of the homestay word of mouth management and marketing.

Keywords: Face-to-face word of mouth; Electronic word of mouth; Homestay; Behaviour intention; Structural equation model

Acknowledgement: This research was partially supported by grants from the National Social Science Fund of China (NSSFC No.14CJY004), the National Statistical Science Project of China (No. 2017LZ13), Guangdong Philosophy and Social Science Project (No. GD19CLJ02), Guangdong Soft Science Project (No. 2019A101002021) and Shenzhen Philosophy and Social Science Project (SZ2019D010).

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How to cite this article:
Ding Chunbin, Liu Huiyue. Seeing is Believing: The Effects of Word of Mouth on Homestay Tourists’ Behaviour Intention. Global journal of Economics and Business Administration, 2020; 5:31. DOI:10.28933/gjeba-2020-07-2808

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