Influence of eWOM on Perception of Rural Tourist Destinations
Influence of eWOM on Perception of Rural Tourist Destinations

Author(s): Ivana Tonković Pražić, Kristina Devčić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: eWOM; Rural tourism; Consumers; Statistical methods
Summary/Abstract: Modern consumers are more likely to make additional effort when gathering relevant information and evaluating alternatives during their decision-making process. An information source mostly used and often considered more reliable by consumers is definitely word-of-mouth (WOM), which is being replaced or enriched by electronic word-of-mouth (eWOM). eWOM represents sending and receiving positive or negative information by potential, former, or present consumers about a product or service and has become an important digital marketing tool. At times, eWOM could be a predominant factor for the success or failure of small business ventures, such as those in rural tourism destinations. In order to determine whether tourists consider and are being influenced by eWOM when choosing a rural tourism destination, a survey was conducted among a sample of Croatian consumers. The measuring instrument was a questionnaire developed on the basis of consulted relevant literature, and the survey was completed by respondents online. The collected data was analyzed with differential and inferential statistical methods, and the results were presented and analyzed in this paper. The paper concluded with limitations and recommendations for future research, as well as a discussion of the practical implications of the conducted research.

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