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Bài báo - Tạp chí
(2023) Trang: 232-257
Tạp chí: THE 1. BİLSEL INTERNATIONAL SUMELA SCIENTIFIC RESEARCHES CONGRESS 22-23 JULY TRABZON/TURKEY

ABSTRACT

This study dives into the intricate realm of electronic word-of-mouth (e-WOM) and its influence on the travel decision-making process among American tourists to Paris, France. The modern travel industry has seen the rise of digital platforms that encourage shared experiences and opinions, fundamentally altering how travel decisions are made. The present study's purpose was to identify key factors within e-WOM that strongly influence the travel decisions of this particular segment. This research engaged a mixed-methods approach involving both qualitative and quantitative research, primarily based on online surveys and interviews with a sample of American tourists who have recently visited Paris. Results revealed that e-WOM plays a substantial role in shaping travel decisions. More specifically, the credibility of the source, the quality of the content, and the relevance of the information were identified as the key factors affecting decision-making. Interestingly, there was a noticeable reliance on e-WOM from trusted social networks over anonymous online reviews. This research enhances the understanding of the role of e-WOM in contemporary travel decision-making, particularly for the American tourist segment traveling to Paris. It also provides valuable insights to stakeholders in the travel industry looking to optimize their digital strategies to effectively target this demographic. However, given the specificity of this research, the author of this study encourages further study into other geographic and demographic segments to add depth to the understanding of e-WOM's role in global travel decision-making.

Keywords: Electronic Word-of-Mouth, Travel Decision-Making, American Tourists, Paris, France, Digital Strategies, Tourism Industry

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