Nuriye GÜREŞ, Cevher YÜKSEL, Seda ARSLAN, Menekşe GÜNDOĞDU, Duygu BABAT

The Impact of Electronic Word-of-Mouth Marketing on the Generation-Y's Intention to Buy Tourism Services

Purpose – In recent years, social networks have been extensively used by both individuals andcompanies. In particular, prior to the purchase of services, customers may be able to decide tobuy by considering the messages posted in social networks. Therefore, it is very important toknow how effective these messages on pre-purchase decisions of the customers. The purpose ofthis study is to search the influence level of electronic word-of-mouth marketing (e-wom) on thepurchase decisions of the customers related to tourism services.Design/methodology/approach –The survey was conducted in both face to face and on theinternet. A total of 485 people have been reached. T-test, ANOVA and regression methods wereused for the analysis of data.Findings – According to the analysis results, the trust in e-wom, the quality of e-wom and thewillingness of customers to obtain information have a positive impact on the intention topurchase tourism services.Discussion – Businesses operating in the tourism sector should carefully review the feedbackmade with E-WOM for their services and resolve the problems. Thus, by reducing negativefeedback in particular, customers ' intentions to purchase tourism services can be positivelyaffected.

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