Effects of Internet Word-of-Mouth of a Tourism Destination on Consumer Purchase Intention: Based on Temporal Distance and Social Distance

Abstract

The proportion of tourists who referencing the Internet word-of-mouth increased. Hence, tourism destinations’ online word-of-mouth has an practically significant effect on the willing of purchase. Due to an increasing trend about the proportion of tourists referencing Internet word-of-mouth (IWOM) for, making a study of tourism destination online word-of-mouth influence on purchase intention has practical significance. The purpose of this article is to provide marketing advises in different temporal and social distance. The research methods of this article is dividing 110 college students into two groups. All the students are allowed to read online word-of-mouth about two destinations, and this is for measuring consumers’ tourism consumption which under different temporal distance and social distance categories. The conclusion is that quality of word-of-mouth exercise a greater effect for the consumers when they will travel in the far future. And the quantity of word-of-mouth influence nearly future purchase intention of consumers more prominently. For far Social distance between reader and IWOM witter, purchase intention is more significantly affected by the quality of word-of-mouth. On the contrary, purchase intention is more significantly influenced by the quantity word-of-mouth, when they feel they are close.