The effect of e-WOM on tourists’ experience at Malaysian island beach resorts

Putit, Lennora and Mohammed Shobri, Nor Diyana and Ahmad Suki, Amirah (2024) The effect of e-WOM on tourists’ experience at Malaysian island beach resorts. In: INCOMAR 2023 The 9th International Conference on Marketing and Retailing, 1-2 March 2023, Kota Kinabalu, Sabah.

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Abstract

In recent years, customer experience has strengthened its presence within the global tourism industry generally viewed as an experience-intensive sector. Despite that, major influences of customer experience are still debatable amongst academics and business practitioners alike. This study aimed to examine the extent to which electronic word of-mouth (or eWOM) forms of communication influenced total guest experience, involving both escapism and aesthetic experience elements. Using a quantitative research design, 433 usable survey feedbacks were collected from target respondents comprising tourists staying at major island beach resorts in Malaysia. Data analyses were carried out using a structural equation modelling approach in testing the hypothesized assumptions. Findings revealed a significant relationship between eWOM and escapism experience. On the contrary, no significant relationship was observed between eWOM and aesthetic experience. This study makes a contribution to the academic literature in which it establishes the importance of eWOM on tourists’’ experience. Several practical implications also were further discussed.

Item Type:	Proceeding Paper (Other)
Uncontrolled Keywords:	Aesthetic, electronic word-of-mouth (ewom), escapism, guest experience, ısland beach resorts, tourists
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Amirah Ahmad Suki
Date Deposited:	27 May 2025 10:47
Last Modified:	27 May 2025 10:47
URI:	http://irep.iium.edu.my/id/eprint/121208

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