How pre-vacation factors influence post-vacation word-of-mouth
Previous research has examined how satisfaction with vacation influencesword-of-mouth (WOM). Other aspects of the overall vacation experiencethat influence WOM have received less attention. Our study employs anexplanatory sequential design to investigate how planning and bookingcomplexity relates to vacation WOM. We conduct two studies. Study 1,a quantitative study using data from a large field study, suggests thatpre-trip experiences influence post-vacation WOM. Study 2, anexplanatory qualitative study, suggests six reasons why the pre-vacationphase influences post-vacation WOM. The findings offer new insightsfor scholars and practitioners, showing that pre-vacation experiencesinfluence positive post-vacation WOM.
Publisert i Current Issues in Tourism, 2025
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