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The Impact of Tourism Information Characteristics and Information Seeker Personality Variables on Word - of - mouth Effects throughout the Online Environment: Focusing on Internet Users in the Age Groups of the 20s and 30s

NOH JAE EUN 1 Choi, Young-Seok 2 Choi, Seung-Dam 1

1한양대학교
2인천관광공사

Accredited

ABSTRACT

The purposes of this paper are to identify the factors that make up tourism information characteristics in online communication and to analyze the relationships between the tourism information characteristics and word-of-mouth communication effects. The paper will also investigate the moderating role of information seeker personality traits in these relationships. Literature relevant to research topics was reviewed and based on this literature review, 2 research hypotheses were formulated. To test these hypotheses, a questionnaire survey was conducted on people who had experience with online information seeking. Hypothesis 1 which stated that the characteristics of tourism information influence the word-of-mouth effects was partially supported. This revealed that factors of tourism information characteristics such as vividness, timeliness, and playfulness influence the word-of–mouth communication effects. These results are similar to existing research confirming the role of those three factors in the enhancement of word-of-mouth communication effects. Hypothesis 2 which stated the impact of tourism information characteristics on the word-of-mouth effect vary depending on the types of information seeker’s personality traits was not supported in general. This result suggests that there might be other situational variables such as travel price and characteristics of travel companions, Theoretical and practical implications from this research were discussed and suggestions for future research were made.

Citation status

* References for papers published after 2022 are currently being built.