The effect of Word of Mouth on Domestic Tourists’ Decision for Traveling to Foreign Countries

Nasrolahi Vosta, Leila; Jalilvand, Mohammad Reza; Fateh Rad, Mehdi

doi:10.22059/jibm.2013.50346

The effect of Word of Mouth on Domestic Tourists’ Decision for Traveling to Foreign Countries

Document Type : Research Paper

Authors

¹ MSc, Department of Social Sciences, University of Tehran

² . PH.D student of Futures Studies, Department of New Sciences and Technologies, University of Tehran, and Institute for Planning and Economic Research

³ Assistant Professor, Sharif University of Technology

10.22059/jibm.2013.50346

Abstract

Word of mouth (WOM) is a powerful promotional instrument and an important information source influencing on attitudes and purchasing decision of consumers. It plays a critical role in services in which quality of consumers’ beliefs affects their choice. WOM has a particular importance in tourism industry because intangible products cannot be used before consumption. The current study aims to investigate using WOM as an information source among tourists. Population is Iranian tourists who have travelled to foreign countries during the period of the research. Conducting a pilot test, sample size was estimated 138 people. Convenience sampling plan was employed to collect data. To test hypotheses, one-sample t-test, Pearson correlation, regression analysis and analysis of variance was used. Results revealed that word of mouth has a significant impact on tourists’ decision for travelling inbound countries. Further, age, gender, education, and travel experience had a significant impact on using word of mouth. However, Trip purpose had not significant effect on using word of mouth.

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