Word of mouth in Tourism: Reflections and Directions. (original) (raw)

This paper reviews the word of mouth literature in the context of tourism with specific focus on word of mouth at-destination. Firstly it outlines the significance of word of mouth and identifies forms of word of mouth. Then the sources of word of mouth that a traveler uses during travel are identified and, finally, the context of word of mouth exchanges are reviewed. The gaps in the literature relating to word of mouth during travel are discussed with respect to relationships with others and the implications for decision making. A framework offering a broad scope of theory and approaches is then proposed as a means of addressing these gaps and accommodating future research in this field. Communication is a critical element in tourism activity and advances in modern technology have catapulted communication capacity around the world. This has been acutely felt in the tourism field where technologically enhanced communication facilitates constant communication between people (travellers, industry, associations, policy makers and communities) without geographical borders and in real time. Not surprisingly there has been a growing interest in the implications for travelers of this technology on the parts of academics and practioners alike. This interest stems from a long held desire to understand the exchanges that underpin the complex relationships within tourism. One aspect of communication, which has long drawn the attention of scholars, is the phenomenon of word-of-mouth.

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