Intermediary Role Of Nostalgia Tendency In The Effect Of Electronic Word Of Mouth Communication On Tourists' Destination Visit Intentions

Goker, G. & Ayar, I. (2020). Intermediary Role Of Nostalgia Tendency In The Effect Of Electronic Word Of Mouth Communication On Tourists' Destination Visit Intentions. Journal of Tourism and Services, 20(11), 44-59. doi: 10.29036/jots.v11i20.140

  • Gönül Göker Çankırı Karatekin University, Turkey
  • İlknur Ayar Vocational School, Çankırı Karatekin University, Turkey
Keywords: electronic word of mouth communication, nostalgia tendency, travel intention, Safranbolu

Abstract

This study was aimed to reveal the mediating role of nostalgia tendencies in the effect of E-Wom (Electronic Word of Mouth Communication) on Tourists' intention to visit UNESCO World Heritage City Safranbolu. The authors aimed to reveal the effect of word of mouth communication on the destination preference, as well as to determine whether the nostalgia tendency has an intermediary role during this communication. Survey method was used in the research as the data collection tool. The survey was administered to all travel lovers. A total of 402 people participated in the survey. In this research, the structural equation model was used to determine the mediating role of the nostalgia trend in the impact of E-wom on travel intent. Responses were analyzed with SPSS statistical software. According to the results of the research, E-wom has an impact on travel intention. The partial mediating role of the "nostalgia tendency" in "the effect of e-wom on travel intention" was determined. Comments and suggestions were developed depending on the analysis results obtained at the end of the study.

Author Biographies

Gönül Göker, Çankırı Karatekin University, Turkey

Gönül GÖKER, Assistant Professor

Ilgaz School of Tourism and Hotel Management, Çankırı Karatekin University,  Turkey, email: gonulgoker@karatekin.edu.tr.

Research interests include tourism and hospitality management, tourism and gastronomy studies, recreation management studies.

İlknur Ayar, Vocational School, Çankırı Karatekin University, Turkey

İlknur AYAR, Dr., Lecturer

Vocational School, Çankırı Karatekin University,  Turkey, email: ilknurkilic@karatekin.edu.tr. Research interests include marketing, consumer behavior, marketing for hospitality and tourism.

Published
2020-06-30