Customer engagement and eWOM in tourism
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Date
2020
Journal Title
Journal ISSN
Volume Title
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Citation Kanje, P., Charles, G., Tumsifu, E., Mossberg, L. and Andersson, T. (202 Journal of Hospitality and Tourism Insights
Abstract
Abstract
Purpose – The purpose of this article is to examine the role of customer engagement (CE) on electronic word of
mouth (eWOM) behavior among vacationers in Tanzania. The article disaggregates CE into cognitive process,
affection and behavior and integrates eWOM passing into the eWOM concept.
Design/methodology/approach – A sample of 278 vacationers who had used social media before and/or
during their trip in Tanzania was used. They were drawn at three major airports in Tanzania when exiting the
destination. Structural equation modeling (SEM) was used to test the proposed relationships.
Findings – It is revealed that both the affective CE and behavioral CE positively relate to vacationers’ eWOM
seeking, giving and passing behaviors in tourism-related sites. On the other hand the cognitive CE relates
positively only with eWOM passing behaviors.
Research limitations/implications – The varied relationship of the three CE dimensions (cognitive,
affective and behavioral) with eWOM behaviors further confirms the multi-dimensionality of CE and the
enduring psychological connection of individuals beyond participation in activities.
Practical implications – CE is multifaceted and enduring and thus managers should take a long-term,
enduring and multidimensional perspective in facilitating CE development. Different content appeals are
needed in facilitating CE in online platforms as CE dimensions relate variedly with eWOM behaviors
Originality/value – The study links CE and eWOM in a novel way by disaggregating CE and integrating the
eWOM passing component into the eWOM concept in tourism-related social media sites.
Keywords Customer engagement, Tourism-related social media sites, Electronic word of mouth
Description
Keywords
Customer Engagement, tourism related social-media sites, electronic word of mouth
Citation
Citation Kanje, P., Charles, G., Tumsifu, E., Mossberg, L. and Andersson, T. (2020), "Customer engagement and eWOM in tourism", Journal of Hospitality and Tourism Insights, Vol. 3 No. 3, pp. 273-289. https://doi.org/10.1108/JHTI-04-2019-0074