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2020, vol. 66, iss. 4, pp. 1-12
E-WOM through the prism of socio-demographic analysis of users of tourist services
University of Novi Sad, Faculty of Economy, Subotica,,
Objectives:Interpersonal influence and word-of-mouth communication represent the most important sources of information used in the purchase decision process. This form of communication has a special role and importance in tourism due to the intangible nature of products offered in this market. With the advancement in information technologies an increasing number of consumers - users of tourist services use the Internet to obtain information about a tourist destination and, at the same time, share their experiences with other consumers. In this way online interpersonal influence and electronic word-of-mouth communication are realized. The aim of this paper is to examine whether there are any significant differences in the electronic word-of-mouth effects and generation by consumers - users of tourist services in relation to their socio-demographic characteristics (gender, age, and education). Methodology: The sample included 228 respondents from the province of Vojvodina. The method of cross-tabulation was applied in order to test the hypotheses. Implications/results: Survey results provide tourism marketers with a more detailed insight into the behavior of users of tourist services with respect to their socio-demographic characteristics. Contribution: This paper contributes to further theoretical elaboration of the current phenomenon of electronic word-ofmouth in terms of explaining it through the prism of causes and effects.
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article language: English
document type: Original Paper
DOI: 10.5937/ekonomika2004001M
received: 28/05/2020
accepted: 14/06/2020
published in SCIndeks: 20/12/2020
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