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Textual and Visual Information in eWOM: A Gap Between Preferences in Information Search and Diffusion

Lee, G and Tussyadiah, Iis (2010) Textual and Visual Information in eWOM: A Gap Between Preferences in Information Search and Diffusion Information Technology & Tourism, 12 (4). pp. 351-361.

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Abstract

This article examines the gap between travel-related information search and diffusion by online users in order to better understand the important role of visual information in electronic word of mouth (eWOM). Several analyses were conducted to investigate differences in travelers' preferences for particular forms of information. The results suggest that textual–visual information formats (i.e., photos and/or videos combined with text) have a greater influence on motivation to travel than text-only information. On the other hand, experienced travelers tend to contribute text-only information when spreading eWOM. This study discusses the reasons for this gap and the individual differences in travelers' information format preferences when retrieving and diffusing travel-related information online. Managerial implications for destination marketers and user-generated content platform managers are suggested.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Lee, G
Tussyadiah, Iisi.tussyadiah@surrey.ac.uk
Date : 1 June 2010
Identification Number : 10.3727/109830511X13049763022014
Copyright Disclaimer : Copyright 2010 Cognizant Communication Corporation
Uncontrolled Keywords : DUAL-CODING THEORY; ELECTRONIC WORD OF MOUTH (EWOM); MULTIMEDIA LEARNING THEORY; TEXTUAL INFORMATION; VERBAL INFORMATION; VISUAL INFORMATION
Depositing User : Melanie Hughes
Date Deposited : 24 Nov 2017 09:47
Last Modified : 24 Nov 2017 09:47
URI: http://epubs.surrey.ac.uk/id/eprint/845029

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