e-WOM and positioning of a tourist attraction
DOI:
https://doi.org/10.55873/v6t0dh63Keywords:
digital communication, E-WOM, tourism marketing, positioning, experiential tourismAbstract
This study aimed to determine the influence of E-WOM on the positioning of a tourist attraction. It employed a quantitative approach, basic research type, non-experimental design, and a correlational level. The sample consisted of 278 visitors who completed questionnaires to measure the variables under study. The results revealed a positive and significant correlation between E-WOM and positioning (Rho=0.558; p=0.000). Furthermore, significant relationships were found between information quality and service characteristics; credibility and price-quality; information needs and usage-based positioning; attitude toward information and user orientation; information usefulness and lifestyle; and information adoption and competition. It was concluded that E-WOM significantly influences tourism positioning; however, the presence of inaccurate or outdated information, contradictory testimonials, and reactive digital communication management limits the ability to leverage its potential to strengthen the attraction's presence and competitiveness.
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