Skip to main content
padlock icon - secure page this page is secure

Switching Barriers in Online Travel Agencies: The Impact on Positive Word of Mouth

Buy Article:

$30.00 + tax (Refund Policy)

This research attempts to clarify the different approaches followed in the literature to describe switching barriers. It helps identify and shed light on the wide variety of barriers that firms must manage. The study evaluates the role of switching barriers in online environments, distinguishing between positive and negative barriers, and examines the factors that favor positive recommendations to other customers. To test the causal relationships between switching barriers, trust, affective commitment, and positive recommendations, a model was constructed and estimated using the SEM methodology. The findings show that positive switching barriers affect positive recommendations both directly and indirectly through their effect on trust. Negative switching barriers, in contrast, only have a direct and negative effect on positive recommendations. It is fundamental for virtual travel agencies to be trained to recognize when their customers are staying willingly and when they feel locked into their relationships.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: May 15, 2019

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more