Journal of Tourism Research Institute

Yazarlar: Bülent Yorgancı

Konular:-

Anahtar Kelimeler:Word of mouth,E,Om,Online marketing,Food and beverage,Advertisement

Özet: Interpersonal influence and word of mouth (WOM) rank first as the most important source of information sharing and influence when making a purchasing decision. These effects are particularly important in the tourism and food and beverage industry, where intangible products are difficult to assess before they are consumed. As word of mouth (WOM) becomes digital, the large-scale, anonymous, transient nature of the Internet creates new ways to capture, analyze, interpret and manage the impact that one consumer can have on another. This article defines interpersonal online activity as a potentially low-cost tool for food and beverage marketing, and whether behavioral intent interpretation has an impact on purchasing intention while marketers are taking advantage of emerging e-WOM technologies, it is also known as the core Cappadocia province of Nevşehir and tourists within. It was carried out in the towns and districts they visited the most (Göreme, Ürgüp, Uçhisar, Kaymaklı, Derinkuyu). In the research, a face-to-face survey with 402 local and foreign tourists was applied. Within the findings obtained, it can be said that e-wom has a significant and positive effect on the purchase intention.

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