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Title: | What motivates international tourists’ positive word-of-mouth? The effect of individualist and collectivist cultural orientations |
Authors: | Zhong, Lina Zhu, Mengyao Xiaonan, Li Morrison, Alastair M. Camilleri, Mark Anthony |
Keywords: | Marketing Tourism Word-of-mouth advertising Publicity Endorsements in advertising |
Issue Date: | 2024-04-29 |
Publisher: | Emerald Publishing Limited |
Citation: | Zhong, L., Zhu, M., Li, X., Morrison, A.M. and Camilleri, M.A. (2024). What motivates international tourists’ positive word-of-mouth? The effect of individualist and collectivist cultural orientations. Tourism Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TR-07-2023-0457 |
Abstract: | Purpose:
The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism. Design/methodology/approach: This research used online surveys to gather data from 959 Australian, US, UK, Japanese and Korean respondents who had visited Beijing. A random sampling method was used, and data were analyzed using SmartPLS 4.0. By adopting the existence relatedness growth theory, the findings explain how cultural orientation affects the impact of needs for incentives in generating PWOM. Findings: Three hypothesized relationships were significant for Australia/UK/USA and Japan/Korea – the effect of needs for incentives on motivation, the effect of motivation on PWOM and the effects of needs for incentives on PWOM were significant and positive for Australia/UK/USA and Japan/Korea. The effect of needs for incentive type on motivation varied across national populations, and the intensity of the effects of needs for incentive type on PWOM was also different. For Australian, UK and the US tourists, the honorary title was the most influential need to stimulate word-of-mouth motivation. The need for cultural learning was the most influential for Japanese and Korean tourists. Originality/value: This research contributes to the literature by exploring and comparing the needs for incentives that influence PWOM among tourists from the perspective of individualism and collectivism. The results also increase the understanding of the relationships among needs for incentives, motivation and PWOM. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/121719 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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What motivates international tourists positive word-of-mouth.pdf | Tourism Review paper about positive word-of-mouth publicity | 504.27 kB | Adobe PDF | View/Open |
fig1 What motivates international tourists positive word-of-mouth.png | Theoretical model about positive word-of-mouth | 83.18 kB | image/png | View/Open |
fig2 theoretical model results - What motivates international tourists positive word-of-mouth.png | Theoretical model about positive word-of-mouth with results | 158.27 kB | image/png | View/Open |
Measures used in this study - PWOM and MOTIVATIONS as well as INCENTIVE.png | Measures about positive word-of-mouth publicity, motivations and incentives | 237.54 kB | image/png | View/Open |
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