مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 17, Numéro 2, Pages 452-471
2024-12-20
The Impact Of Electronic Word Of Mouth (e-wom) On The Purchasing Decisions Of Tourism Consumers: A Case Study Of A Sample Of Algerian Tourists
Authors : Stambouli Asmaa . Almi Hassiba .
Abstract
This study examined and analysed the effects of credibility, quality, positivity and negativity, ease of dissemination, and interactivity on tourism consumers' purchasing decisions. A sample of 184 local Algerian visitors was surveyed via social media using an electronic questionnaire. Statistics were used with SPSS 20 to analyse the data and assess the study's hypotheses. The findings revealed that the E-WOM had a positive, varying effect on tourism consumers' purchasing decisions, with interactivity, credibility, quality, and positivity having similar effects, but the ease of dissemination had the greatest impact.
Keywords
Electronic Word of Mouth (E-WOM) ; credibility ; quality ; ease of dissemination ; interactivity
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