Virtual Community eWOM Content Analysis– Taking Taiwan Museum and Night Market for Example
Date Issued
2014
Date
2014
Author(s)
Yang, Shang-Jung
Abstract
The boost of the Internet has rapidly advanced the development of virtual
communities, in which unprecedented information sharing becomes possible. Within
one click, consumers can search for travel information and share experience as
electronic word-of-mouth messages. A community of experience-sharing benefits the
development of the Taiwanese tourism industry. This research takes the approach of
netnography and content analysis to investigate virtual community eWOM for travel.
We chose museums and night markets in Taipei city and Kaohsiung city and took the
users'' reviews on TripAdvisor.com to analyze the different categories of eWOM for
travel and to explore dimensions of comment features from diverse countries.
This research links the study to existing literature in WOM and virtual
community, and derives five relevant characteristics of eWOM for travel in online
context: expression of personal experience, comparison of travel expectation, finding
of related information, update of the latest news, and defining of national image. The
multiple dimensions authors emphasize in their comments present their travel
expectation and the trip evaluations after the journeys.
The conclusions of the study point out that the eWOM communication for travel
differs from countries and the types of tourist attractions. Based on the results of the
study, suggestions are proposed for travel platform of virtual communities and the
managers of museums and night markets, to realize the value of eWOM for travel and
to gain new insights in this area. This study modifies how eWOM influences travelers''
decision making and attitude formation. The informativeness and credibility of
eWOM are effective resources to other users, and therefore, the authority should value
the eWOM for travel and adopt incentive system to stimulate information sharing
among members.
Subjects
電子口碑
虛擬社群平台
網路民族誌
內容分析法
台灣觀光旅遊
Type
thesis
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