Volume 11, Issue 2 (8-2024)
J Entrepreneurial Strategies Agric 2024, 11(2): 133-146 |
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Karimi S, Asgharzadeh Y. (2024). A study on the Role of Electronic Word-of-Mouth in Shaping Revisit Intentions of Ecolodge Guests: An Extension of the Theory of Planned Behavior. J Entrepreneurial Strategies Agric. 11(2), 133-146. doi:10.61186/jea.11.2.133
URL: http://jea.sanru.ac.ir/article-1-404-en.html
URL: http://jea.sanru.ac.ir/article-1-404-en.html
1- Department of Agricultural Extension and Education, Bu-Ali Sina University, Hamedan, Iran
Abstract: (1895 Views)
Extended Abstract
Background: Due to government support for ecolodges, particularly in rural areas, and the growing demand for such accommodations, the number of ecolodges has increased significantly in recent years. Despite the variety and rising numbers of ecolodges, there is still limited information about why customers choose this new type of accommodation. Therefore, this study primarily aimed to develop a conceptual framework for investigating factors influencing guests' intention to revisit ecolodges. To achieve this, the present study proposed a conceptual framework based on the Theory of Planned Behavior (TPB), incorporating the construct of electronic word-of-mouth (eWOM) to examine tourists’ intentions to revisit ecolodges—a relatively underexplored area in the tourism and ecotourism literature. The framework was designed to identify the roles of beliefs, attitudes, subjective norms, perceived behavioral control, and the influence of eWOM on tourists' decision-making. The findings of this research can help ecolodge operators and policymakers adopt effective marketing strategies and enhance customer experience management, facilitating the attraction and retention of tourists. Moreover, a deeper understanding of factors affecting revisit intentions can contribute to sustainable rural tourism development and foster cultural and economic connections between local communities and tourists.
Methods: This quantitative research was applied in nature and a descriptive-survey study in terms of data collection. The statistical population consisted of tourists who stayed at ecolodges located in various regions of Gilan Province. This population was defined solely based on their stay at rural ecolodges in Gilan Province without other specific criteria. Ten out of 30 contacted ecolodges ultimately agreed to participate in the study. These participating ecolodges were widely distributed across the province. A non-probability convenience sampling method was employed, which is commonly used in studies on tourist behavior, especially when the overall population is large and independent random sampling representative of the entire population is impractical. In total, 280 questionnaires were distributed among guests of ecolodges in April and May 2023, 250 of which were completed and returned by the guests (response rate: 89%). After excluding incomplete and invalid questionnaires, 230 responses were used for the final analysis. The research questionnaire consisted of two sections: one measured the study constructs, and the other collected demographic characteristics of the respondents. All measurement scales were adapted from the literature and assessed using a five-point Likert scale (1 = strongly disagree to 5 = strongly agree). To test the content validity of the questionnaire, three faculty members from the Department of Agricultural Extension and Education at Bu-Ali Sina University, specializing in entrepreneurship and tourism, were consulted to review the items. Some items were revised based on their feedback. Before distributing the final questionnaire, a pilot test was conducted by distributing 20 questionnaires to guests at one of the ecolodges in Gilan Province (outside the study sample) to ensure the clarity and comprehensibility of the items, assess the reliability and face validity of the variables, and refine the questionnaire. A final questionnaire was prepared following minor adjustments.
Results: Structural equation modeling results revealed a significant and positive relationship between attitude and perceived behavioral control with guests’ intention to revisit. However, the relationship between subjective norms and revisit intention was not significant at the 5% level. Additionally, eWOM had a significant positive relationship with attitude, subjective norms, and perceived behavioral control. However, the direct relationship between eWOM and revisit intention was not significant, which did not support the fourth hypothesis. Overall, the four independent variables explained 52% of the variance in revisit intention. Findings showed that eWOM indirectly influenced revisit intention through attitude and perceived behavioral control. The mediation effect was fully established given the non-significant direct effect of eWOM on revisit intention.
Conclusion: The findings of this study provide valuable insights into the factors influencing tourists' intention to revisit ecolodges. The results confirm the applicability of the TPB in predicting revisit intention, with attitude and perceived behavioral control emerging as significant predictors. The study highlighted the indirect effect of eWOM on revisit intention through attitude and perceived behavioral control. These findings underscore the importance of enhancing attitudes and perceived behavioral control among ecolodge guests and leveraging the power of eWOM to influence these factors. Ecolodge managers should focus on delivering exceptional experiences that foster positive attitudes and enhance guests' sense of control over their stay. Furthermore, they should actively manage their online presence and encourage positive eWOM through excellent service delivery and guest engagement on social media platforms. Overall, this research contributes to understanding tourist behavior in the context of ecolodges and provides practical implications for ecolodge managers seeking to enhance guest loyalty and revisit rates. Future research can leverage other psychological theories to explore social, cognitive, cultural, and demographic factors. Variables such as past experience, customer satisfaction, perceived value, trust, perceived ease of use, gender, age, education level, and income can be considered to develop a more comprehensive model.
Background: Due to government support for ecolodges, particularly in rural areas, and the growing demand for such accommodations, the number of ecolodges has increased significantly in recent years. Despite the variety and rising numbers of ecolodges, there is still limited information about why customers choose this new type of accommodation. Therefore, this study primarily aimed to develop a conceptual framework for investigating factors influencing guests' intention to revisit ecolodges. To achieve this, the present study proposed a conceptual framework based on the Theory of Planned Behavior (TPB), incorporating the construct of electronic word-of-mouth (eWOM) to examine tourists’ intentions to revisit ecolodges—a relatively underexplored area in the tourism and ecotourism literature. The framework was designed to identify the roles of beliefs, attitudes, subjective norms, perceived behavioral control, and the influence of eWOM on tourists' decision-making. The findings of this research can help ecolodge operators and policymakers adopt effective marketing strategies and enhance customer experience management, facilitating the attraction and retention of tourists. Moreover, a deeper understanding of factors affecting revisit intentions can contribute to sustainable rural tourism development and foster cultural and economic connections between local communities and tourists.
Methods: This quantitative research was applied in nature and a descriptive-survey study in terms of data collection. The statistical population consisted of tourists who stayed at ecolodges located in various regions of Gilan Province. This population was defined solely based on their stay at rural ecolodges in Gilan Province without other specific criteria. Ten out of 30 contacted ecolodges ultimately agreed to participate in the study. These participating ecolodges were widely distributed across the province. A non-probability convenience sampling method was employed, which is commonly used in studies on tourist behavior, especially when the overall population is large and independent random sampling representative of the entire population is impractical. In total, 280 questionnaires were distributed among guests of ecolodges in April and May 2023, 250 of which were completed and returned by the guests (response rate: 89%). After excluding incomplete and invalid questionnaires, 230 responses were used for the final analysis. The research questionnaire consisted of two sections: one measured the study constructs, and the other collected demographic characteristics of the respondents. All measurement scales were adapted from the literature and assessed using a five-point Likert scale (1 = strongly disagree to 5 = strongly agree). To test the content validity of the questionnaire, three faculty members from the Department of Agricultural Extension and Education at Bu-Ali Sina University, specializing in entrepreneurship and tourism, were consulted to review the items. Some items were revised based on their feedback. Before distributing the final questionnaire, a pilot test was conducted by distributing 20 questionnaires to guests at one of the ecolodges in Gilan Province (outside the study sample) to ensure the clarity and comprehensibility of the items, assess the reliability and face validity of the variables, and refine the questionnaire. A final questionnaire was prepared following minor adjustments.
Results: Structural equation modeling results revealed a significant and positive relationship between attitude and perceived behavioral control with guests’ intention to revisit. However, the relationship between subjective norms and revisit intention was not significant at the 5% level. Additionally, eWOM had a significant positive relationship with attitude, subjective norms, and perceived behavioral control. However, the direct relationship between eWOM and revisit intention was not significant, which did not support the fourth hypothesis. Overall, the four independent variables explained 52% of the variance in revisit intention. Findings showed that eWOM indirectly influenced revisit intention through attitude and perceived behavioral control. The mediation effect was fully established given the non-significant direct effect of eWOM on revisit intention.
Conclusion: The findings of this study provide valuable insights into the factors influencing tourists' intention to revisit ecolodges. The results confirm the applicability of the TPB in predicting revisit intention, with attitude and perceived behavioral control emerging as significant predictors. The study highlighted the indirect effect of eWOM on revisit intention through attitude and perceived behavioral control. These findings underscore the importance of enhancing attitudes and perceived behavioral control among ecolodge guests and leveraging the power of eWOM to influence these factors. Ecolodge managers should focus on delivering exceptional experiences that foster positive attitudes and enhance guests' sense of control over their stay. Furthermore, they should actively manage their online presence and encourage positive eWOM through excellent service delivery and guest engagement on social media platforms. Overall, this research contributes to understanding tourist behavior in the context of ecolodges and provides practical implications for ecolodge managers seeking to enhance guest loyalty and revisit rates. Future research can leverage other psychological theories to explore social, cognitive, cultural, and demographic factors. Variables such as past experience, customer satisfaction, perceived value, trust, perceived ease of use, gender, age, education level, and income can be considered to develop a more comprehensive model.
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