Word-of-mouth vs. mass media: their contributions to destination image formation

Abstract

This study aims to investigate the influence of information sources including word-of-mouth (WOM) and mass media on destination image, tourists’ attitude and consequently, on travel intention. Three hundred and twenty-three self-administered questionnaires were distributed by enumerators through convenience sampling and completed by tourists at historical attractions of Shiraz, Iran. Structural equation modelling was used to test the proposed hypotheses. The main findings are: WOM and mass media have positive influence on destination image and attitude towards destination; destination image and tourists’ attitude have positive influence on travel intention; and WOM has the most significant influence on destination image and attitude than mass media. Findings emphasize the use of WOM marketing strategies and understanding its mechanism in making travel decision.

Keywords:

• Destination image
• word of mouth recommendation
• mass media
• heritage tourism