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Textual and Visual Information in eWOM: A Gap Between Preferences in Information Search and Diffusion

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Abstract:

This article examines the gap between travel-related information search and diffusion by online users in order to better understand the important role of visual information in electronic word of mouth (eWOM). Several analyses were conducted to investigate differences in travelers' preferences for particular forms of information. The results suggest that textual–visual information formats (i.e., photos and/or videos combined with text) have a greater influence on motivation to travel than text-only information. On the other hand, experienced travelers tend to contribute text-only information when spreading eWOM. This study discusses the reasons for this gap and the individual differences in travelers' information format preferences when retrieving and diffusing travel-related information online. Managerial implications for destination marketers and user-generated content platform managers are suggested.

Keywords: DUAL-CODING THEORY; ELECTRONIC WORD OF MOUTH (EWOM); MULTIMEDIA LEARNING THEORY; TEXTUAL INFORMATION; VERBAL INFORMATION; VISUAL INFORMATION

Document Type: Research Article

DOI: https://doi.org/10.3727/109830511X13049763022014

Publication date: 2010-06-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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