A Comparative Study of the Impact of Negative Word of Mouth on Travel Intentions of Chinese and Korean Consumers in Tourism Destinations

Abstract

This article is based on reducing the negative effect of negative word-of-mouth on consumers’ travel intentions. We constructed a model of consumers’ travel intentions to explore the influence of negative word-of-mouth about tourist destinations on consumers’ travel intentions, examine the moderating effect of destination familiarity and the mediating utility of negative emotions, and conduct a comparative analysis between China and South Korea. Based on SPSS and AMOS analysis, we found the following: (1) Negative word-of-mouth has no direct positive effect on travel intention, and negative emotion plays a completely mediating role between negative word-of-mouth and travel intention, whereas high-intensity negative emotion is positively related to travel intention. (2) Travel destination familiarity has a moderating effect on negative word-of-mouth and negative emotions. Consumers with higher familiarity make external attributions and generate high-intensity negative emotions when they receive negative word-of-mouth; consumers with lower familiarity make internal attributions and generate low-intensity negative emotions. To improve consumers’ travel intentions, companies can enhance the relationship between tourist destination brands and tourists, adopt different management strategies for negative word-of-mouth according to the level of familiarity of destinations, and formulate tourism strategies.

Influence of Service Quality on Word of Mouth Mediated by Tourist Satisfaction at the Budo Tourism Village Homestay

“…However, because of the significant influence of service quality on WOM, the satisfaction variable in this study partially mediates (Partially Mediated) Service Quality on WOM. The partial mediation effect of tourist satisfaction shows that there is a significant relationship between tourist satisfaction and word of mouth, but there is also a direct relationship between service quality and word of mouth [48], [49].…”

What makes consumers repeat consumption internet celebrity restaurant?

“…Nevertheless, negative e-WOM, as a form of revenge following a service failure, has a negative effect on a brand. Previous studies have demonstrated that negative e-WOM can affect other users’ original cognitive experience (Li and Liu, 2022). Negative e-WOM also can trigger other users to complain or refuse to try the focal products (Azemi et al , 2020).…”