How to Foster Tourist WOM Behavior in Wine Cultural Tourism Context
Published: 2021-01-27
Page: 30-37
Issue: 2021 - Volume 4 [Issue 1]
Jian-Lin Xiong
College of Tourism and Urban-Rural Planning & Research Center for Panxi Tourism Development, Xichang University 24, Xueifu Rd, Anning Town, Xichang City, Sichuan Province, China.
Min-Hong Wang
School of Management, Shanghai University and Research Center for Panxi Tourism Industry Development, Shanghai City, China.
Tsai-Fa(TF) Yen *
Guangzhou College of Technology and Business, Guangdong Province, College of Tourism and Urban-Rural Planning & Research Center for Panxi Tourism Development, Xichang University, Sichuan, China.
*Author to whom correspondence should be addressed.
Abstract
This study tried to investigate the influence of involvement, and subjective norms on satisfaction and tourists' WOM intentions in wine cultural context, a historic district at Yibin, China. And the mediating effect of involvement, and subjective norms on the paths from satisfaction to WOM intentions were examined. Data analyzed in this study were collected via an on-site survey and the structural equation modeling approach was employed. Results find that both involvement, and subjective norms directly contribute to the formation of satisfaction and WOM intentions. Furthermore, the positive relationship between involvement and satisfaction is evidenced. Moreover, the fully mediating effect of involvement-satisfaction-WOM and subjective norms-satisfaction-WOM has been confirmed. Consequently, both theoretical and practical implications are elaborated.
Keywords: Smart tourism, WOM behavior, satisfaction, involvement.