NURİYE GÜREŞ, SEDA ARSLAN, CEVHER YÜKSEL, Duygu BABAT, Menekşe GÜNDOĞDU

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 and companies. In particular, prior to the purchase of services, customers may be able to decide to buy by considering the messages posted in social networks. Therefore, it is very important to know how effective these messages on pre-purchase decisions of the customers. The purpose of this study is to search the influence level of electronic word-of-mouth marketing (e-wom) on the purchase decisions of the customers related to tourism services. Design/methodology/approach –The survey was conducted in both face to face and on the internet. A total of 485 people have been reached. T-test, ANOVA and regression methods were used for the analysis of data. Findings – According to the analysis results, the trust in e-wom, the quality of e-wom and the willingness of customers to obtain information have a positive impact on the intention to purchase tourism services. Discussion – Businesses operating in the tourism sector should carefully review the feedback made with E-WOM for their services and resolve the problems. Thus, by reducing negative feedback in particular, customers ' intentions to purchase tourism services can be positively affected.

PDF

___

Bluman, A.G. (2009). Elementary Statistics: A Step by Step Approach, New York, NY: McGraw Hill.
Cantor, R. and Packer. F. (1996). Determinants and Impact of Sovereign Credit Ratings. Federal Reserve Bank of New York Economic Policy Review, 2, 37-53.
Doluca, H. (2014), Home Country Bias in Sovereign Ratings? SSRN: https://ssrn.com/abstract=2397238 or http://dx.doi.org/10.2139/ssrn.2397238 (Date Accessed: 16 June 2018).
Elkhoury, M. (2008). Credit Developing Agencies and Their Potential Impact on Developing Countries, United Nations Conference On Trade and Development. Discussion Papers, 186.
European Union. (2018), Economic and monetary affairs, https://europa.eu/european-union/topics/economic-monetary-affairs_en (Date Accessed: 7 July 2018).
Fuchs, A. and Gehring, K. (2017). The Home Bias in Sovereign Ratings, Journal of the European Economic Association, 15 (6), 1386 - 1423.
Gaillard, N. (2009). The Determinants of Moody’s Sub-Sovereign Ratings, International Research Journal of Finance and Economics, 31, 194 - 209.
GOV.UK. (2012), Britain and South Africa: a 21st century partnership, https://www.gov.uk/government/speeches/britain-and-south-africa-a-21st-century-partnership (Date Accessed: 16 April 2018).
Haque, N., Kumar, M., Mark, N. and Mathieson, D. (1996). The economic content of indicators of developing country creditworthiness, IMF Staff Papers, 43, 688–724.
Hu, Y., Kiesel, R. and Perraudin, W. (2002). The estimation of transition matricesfor sovereign credit ratings. Journal of Banking & Finance, 26, 1383 – 1406.
Iyengar, S. (2012). The Credit Rating Agencies – Are They Reliable? A Study of Sovereign Ratings, Vikalpa, 37 (1), 69 - 82.
Kabadayi, B. and Celik, A. A. (2015). Determinants of Sovereign Ratings in Emerging Countries: A Qualitative, Dependent Variable Panel Data Analysis, International Journal of Economics and Financial Issues, 5 (3), 656-662.
Kucukksarac, D. and Duran, M. (2016). How Different are the Factors Affecting the Credit Ratings of Developed and Emerging Countries? Central Bank of Republic of Turkey Research Notes in Economics, 2016-09.
Larrain, G., Helmut, R. and Maltzan, J. (1997). Emerging Market Risk and Sovereign CreditRatings, OECD Development Centre Technical Paper, 124, April.
Luitel P., Vanpée, R. and Moor, L. (2016). Pernicious effects: How the credit rating agencies disadvantage emerging markets, Research in International Business and Finance, 38, 286–298.
Mellios, C. and Paget-Blanc, E. (2006). Which Factors Determine Sovereign Credit Ratings?, The European Journal of Finance, 12 (4), 361–377.
Moody’s Investor Service. (2017), Rating Symbols and Definitions, https://www.moodys.com/researchdocumentcontentpage.aspx?docid=PBC_79004 (Date Accessed: 12 November 2018).
S&P Global Ratings. (2016), S&P Global Ratings Definitions. https://www.standardandpoors.com/en_US/delegate /getPDF;jsessionid=005C648113C23F417F0597F7BFD95063?articleId=1824955&type=COMMENTS&subType=REGULATORY (Date Accessed: 12 November 2018).
Tennant, D. and Tracey, M. (2016). Sovereign Debt and Rating Agency Bias, United States: Palgrave Macmillan US.
US Securities and Exchange Comission (US SEC). (2004). Report on the Role and Function of Credit Rating Agencies in the Operation of the Securities Markets: As Required by Section 702(b) of the Sarbanes-Oxley Act of 2002, New York: W. S. Hein & Co., Inc.
Vernazza, D. R. and Nielson, E. F. (2015). The Damaging Bias of Sovereign Ratings. Economic Notes by Banca Monte dei Paschi di Siena SpA, 44 (2), 361–407.