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Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on Electronic Word-of-mouth (eWOM)

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Title: Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on Electronic Word-of-mouth (eWOM)
Author: Zhang, Hejie
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Choi, HS Chris
Abstract: This study develops and tests an integrated model to examine the relationships among audience involvement, flow experience, customer delight and electronic word-of-mouth (eWOM) behaviors on social network sites (SNSs), for Chinese tourists visiting filming location in Korea after watching K-dramas. This study uses a quantitative research approach and collects data using a survey research method. The results show that, first, audience involvement positively and significantly influences tourist flow experiences. Second, audience involvement has a positive impact on eWOM behaviors. Third, flow experiences stimulate tourists to positive eWOM behaviors on SNSs. Theoretical and practical implications are interpreted and limitations and future research directions are discussed.
URI: http://hdl.handle.net/10214/10252
Date: 2017-02
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