The Effect of Different Detailed Level Negative Electronic Word of Mouth on Tourist’s Destination Choice

Enki ZhaoFollow

Author Bios (50 Words for each Author)

Phd student of Macau university of sciense and technology, faculty of Hospitality and Tourism Management. Major is tourism sustainable development . Experience in the hotel of Venetian Macau as guest relationship officer.

Abstract (150 Words)

This study is aimed to analysis how negative electronic word of mouth(eWOM) impact tourists' destination chioce, especially from different detailed level of eWOM content angle. Based on different length negative eWOM, the comparison focus on destination interest, trust and destination choice. Shanghai Tianzifang was selected as destination meanwhile the respondents are Macau residents. Quantitative method is used and 98 questionnaires were collected in Macau city. Extracted data was tested by Partial Least Squares (PLS). Result is negative eWOM do have impact to tourists’ destination choice. And brief content of negative eWOM is value more and have larger influence than more detailed negative eWOM. Limitation and further research have been proposed.

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The Effect of Different Detailed Level Negative Electronic Word of Mouth on Tourist’s Destination Choice

This study is aimed to analysis how negative electronic word of mouth(eWOM) impact tourists' destination chioce, especially from different detailed level of eWOM content angle. Based on different length negative eWOM, the comparison focus on destination interest, trust and destination choice. Shanghai Tianzifang was selected as destination meanwhile the respondents are Macau residents. Quantitative method is used and 98 questionnaires were collected in Macau city. Extracted data was tested by Partial Least Squares (PLS). Result is negative eWOM do have impact to tourists’ destination choice. And brief content of negative eWOM is value more and have larger influence than more detailed negative eWOM. Limitation and further research have been proposed.