AN ANALYSIS ON THE RELATIONSHIP BETWEEN DESTINATION IMAGE, SATISFACTION, AND ELECTRONIC WORD-OF-MOUTH OF DOMESTIC TRAVELERS TO SA DEC FLOWER VILLAGE
Keywords:Destination image, Electronic word-of-mouth, Satisfaction.
The study aims to analyze the relationship between destination image, satisfaction, and electronic word-of-mouth (EWOM) behavior of 215 domestic travelers. The author uses the method of analyzing and testing linear structural equation models (SEM). The study has conducted an evaluation of measurement and structural models. The results show that cognitive image directly affects affective image. Cognitive image and affective image directly impact tourist satisfaction and tourist satisfaction directly impacts electronic word-of-mouth behavior. In addition, this study also shows that cognitive image has an indirect effect on tourist satisfaction through affective image and affective image has indirect effects on electronic word-of-mouth behavior through tourist satisfaction.
Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5(3), 192-201.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Baloglu, S. (2000). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel and Tourism Marketing, 8(3), 81-90.
Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Beerli, A., & Martín, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.
Cantallops, A., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists' future behaviour. Tourism Management, 28(1), 175-187.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122.
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination image loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Chiu, W., Zeng, S., & Cheng, P. S. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. New York, USA: Routledge Academic Publishing.
Duong, N. Q., Nguyen, K. N. T., & Luong, N. Q. (2013). The impact of the image of the Vietnamese destination on the intention of international visitors to return. Journal of Science, Can Tho University, (27), 1-10.
Dinh, T. C., Pham, N. H. L., & Truong, D. Q. (2011). Evaluate the level of domestic tourists satisfaction with tourism in Soc Trang province. Journal of Science, Can Tho University, (20a), 199-209.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Garson, G. D. (2016). Partial least squares regression and structural equation models. North Carolina, USA: Statistical Associates Publishing.
Gartner, W. C. (1994). Image formation process. Journal of Travel and Tourism Marketing, 2(2-3), 191-216.
Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
Hair, Jr. J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). California, USA: Sage Publishing.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Ho, T. H., & Tran, C. T. A. (2012). Revisited intention and positive word-of-mouth of international visitors to Nha Trang. Journal of Economic Development, 262, 55-61.
Hung, K. H., & Li, S. Y. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495.
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word-of-mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 592-612.
Joppe, M., Martin, D. W., & Waalen, J. (2001). Toronto's image as a destination: A comparative importance-satisfaction analysis by origin of visitor. Journal of Travel Research, 39(3), 252-260.
Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Kim, S., & Yoon, Y. (2003). The hierarchical effects of affective and cognitive components on tourism destination image. Journal of Travel and Tourism Marketing, 14(2), 1-22.
Lee, T. H. (2009). A structural model for examining how destination image and interpretation services affect future visitation behavior: A case study of Taiwan’s Taomi eco-village. Journal of Sustainable Tourism, 17(6), 727-745.
Lee, M. K., Shi, N., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2011). Customer's decision to shop online: The moderating role of positive informational social influence. Information and Management, 48(6), 185-191.
Le, C. C. (2016). A formative model of the relationship between destination quality, tourist satisfaction and intentional loyalty: An empirical test in Vietnam. Journal of Hospitality and Tourism Management, 26, 50-62.
Li, M., Cai, L. A., Lehto, X. Y., & Huang, J. (2010). A missing link in understanding revisit intention–The role of motivation and image. Journal of Travel and Tourism Marketing, 27(4), 335-348.
Lin, C., Morais, D. B., Kerstetter, D. L., & Hou, J. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism. Tourism Management, 29(3), 458-468.
Lowry, P. B., & J. Gaskin. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Transactions on Professional Communication, 57(2), 123-146.
Luu, H. D. T., & Nguyen, G. H. (2011). Analysis of factors affecting tourist satisfaction when traveling to Kien Giang. Journal of Science, Can Tho University, (19b), 85-96.
Martín, H. S., & del Bosque, I. A. R. (2008). Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277. https://doi.org/10.1016/j.tourman.2007.03.012.
Mohamad, M., Ali, A. M., & Ghani, N. I. A. (2011). A structural model of destination image, tourists' satisfaction and destination loyalty. International Journal of Business and Management Studies, 3(2), 167-177.
Nguyen, P. N., & Huynh, T. Q. (2018). Examining the structural relationships of destination image, environmental landscape, infrastructure, price, financial risk, tourist satisfaction, and destination loyalty. International Journal of Applied Business and Economic Research, 16(1), 113-120.
Nguyen, A. V., & Nguyen, T. P. T. (2019). Application of US customer satisfaction index in Vietnam–A study in the field of mobile telecommunications services. Asian Journal of Economics and Business Studies, 30(12), 36-54.
Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4), 483-491. https://doi.org/10.1177/1938965510378574.
Phan, D. M., & Doan, K. T. (2016). Influence of destination image, emotional value on tourist’s satisfaction and loyalty: Case study of Da Lat City. Journal of Economics and Development, (236), 82-91.
People's Committee of Dong Thap Province. (2015). Decision 03/2015/QD-UBND on the Tourism Development Project of Dong Thap Province for the Period 2015-2020. Retrieved from https://Dong Thap.gov.vn/web/english-portal.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333-342. https://doi.org/10.1177/0047287504263029.
Prayag, G. (2009). Tourists' evaluations of destination image, satisfaction, and future behavioral intentions–The case of Mauritius. Journal of Travel and Tourism Marketing, 26(8), 836-853.
Prayag, G., & Ryan, C. (2012). Antecedents of tourists' loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.
Ryan, C. (1995). Researching tourist satisfaction: Issues, concepts, problems. London, UK: Routledge Publishing.
Ryan, C., & Cave, J. (2005). Structuring destination image: A qualitative approach. Journal of Travel Research, 44(2), 143-150.
Sotiriadis, M. D., & van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of Twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Tenenhaus, M., Vincenzo, V. E., Chatelin, Y., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159-205.
Vogt, C. A., & Andereck, K. L. (2003). Destination perceptions across a vacation. Journal of Travel Research, 41(4), 348-354.
Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members' general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722.
Wetzels, M., Odekerken-Schröder, G., & van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177-195.
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 413-438.
Wong, K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24, 1-32.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM Intentions: The moderating role of technology acceptance factors. Journal of Hospitality and Tourism Research, 41(1), 93-127.
Zeng, S., Chiu, W., Lee, C. W., Kang, H. W., & Park, C. (2015). Korea's destination image: Comparing perceptions of film and nonfilm Chinese tourists. Social Behavior and Personality, 43(9), 1453-1462.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213-223.
Volume and Issues
Copyright & License
Copyright (c) 2020 Huỳnh Quốc Tuấn.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.