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Understanding Ewom Intentions from Approach-avoidance Perspective: a Comprehensive Model of Destination Trust, Satisfaction, and Loyalty
Summary
Researchers examined tourists' electronic word-of-mouth (eWOM) intentions using an approach-avoidance framework among 333 Indonesian tourists who visited Komodo Island, finding through structural equation modelling that approach-avoidance reactions significantly influenced destination trust and satisfaction, which in turn predicted eWOM behavior.
Purpose – Using the dualistic perspective of Approach-Avoidance, this study aims to determine tourists’ eWOM intentions by examining the relationship between ApproachAvoidance reactions, destination trust, and satisfaction. In particular, this study examines the effects of Approach-Avoidance reactions on destination trust and satisfaction and thus their effects on tourists’ eWOM intentions. Methodology – An online survey was conducted among Indonesian tourists who visited Pulau Komodo in Labuan Bajo, Indonesia. 333 valid responses were received. Analyses were conducted using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) to test the study hypotheses to provide a comprehensive overview of relationships. Findings – The results showed that tourists’ eWOM intentions were influenced by destination satisfaction and destination trust. Further, approach reaction was found to have a positive influence on destination satisfaction and destination trust. However, the results showed no significant relationship between avoidance reaction and destination trust and satisfaction. Originality of the research – This study enhances tourism literature in tourists’ eWOM intentions through dualistic perspectives. It provides detailed insights into how eWOM intentions are influenced by Approach-Avoidance reactions, destination trust, and destination satisfaction, focusing on the context of Pulau Komodo in Indonesia
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