The impact of electronic word-of-mouth (e-WOM) on tourist purchase intention: a comparative study of the Indian and Vietnamese tourism industries

Abstract

Purpose

Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical dimensions of e-WOM and examines their effects on tourist purchase intentions in India and Vietnam, seeking to determine whether these impacts vary significantly between the two markets.

Design/methodology/approach

Using a robust methodological framework, the research integrates factor analysis, structural equation modelling and t-tests to analyze the data collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires.

Findings

The analysis identifies three key dimensions of e-WOM – quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both countries. Notably, the study uncovers distinct cross-cultural variations in this impact.

Originality/value

This investigation contributes to the existing literature by spotlighting the differential effects of e-WOM in the Indian and Vietnamese tourism sectors, thereby providing valuable insights for industry stakeholders aiming to capitalize on e-WOM in varied cultural contexts.

Citation

 , J., Tran, T.-H. and Kumar, J. (2024), "The impact of electronic word-of-mouth (e-WOM) on tourist purchase intention: a comparative study of the Indian and Vietnamese tourism industries", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-12-2023-0497