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The Importance Of Tourism Orientation

1454 Words6 Pages

Purpose –This paper explores the image of travel destinations after the visit by analysing sentiment orientation of the online reviews, and how this orientation, as well as other eWOM’s credibility sources, can affect the perceived helpfulness of shared opinions measured through the helpfulness score.
Design/methodology/approach – Tourist destinations are increasingly affected by travel-related information shared through the Web. More and more people first check the previous travel experiences of other people to build their own destination image and to help them in their choice of destination. This paper analyses the shared opinions related to the city of Barcelona in a well-known electronic word-of-mouth (eWOM) website. The reviewers’ opinion …show more content…

Introduction
It is commonly accepted that the destination image is important for any tourist destination loyalty and that it highly influences tourist destination choices as well as future behavioural purchase intentions (Bigné and Sánchez, 2001; Gursoy et al., 2014). Several stages can be distinguished regarding tourists’ behaviour: pre-visit destination choice, onsite experience and the experience evaluation (in terms of travel quality -service and experience- and perceived value), and finally, post-visit actions such as intention to revisit and willingness to recommend the destination (Chen and Tsai, 2007).
Prior to visit, destination image is a fundamental concept to understand the tourist destination choice (Tham et al., 2013). As recognized in the academic literature, the choice of a particular destination over others is influenced by more positive and stronger destination image (Gartner, 1994). Gartner (1994) identifies three information sources on the image destination formation process: induced agents or information sources not provided by tourists but by the destination (guidebooks, magazine articles); organic agents, or information (either solicited or unsolicited) provided by friends and family, the so-called word of mouth (WOM), and the real experience at the …show more content…

Academic literature identifies different sources of credibility for online reviews: reviewers’ expertise and trustworthiness (Liu, 2006; Zhu and Zhang, 2010) and valence of the reviews (positive versus negative) (Sen and Lerman, 2007). However, the influence of these factors on the perceived helpfulness of online reviews is still under researched in tourism literature. Thus, the present study attempts to go deeper by analysing the marginal contribution of the credible sources on the perceived helpfulness of the reviews for a tourist destination. Furthermore, the study analyses whether the reviewer’s subjectivity, in terms of the positive versus negative discourse (review valance), influences the perceived helpfulness of online

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