The Change of Tourists Motivation by e-MOW

2016 Fiscal Year Final Research Report

• Project/Area Number: 26360086
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Tourism Studies
• Research Institution: Doshisha Women's College of Liberal Arts
• Principal Investigator: Masakazu Otsu 同志社女子大学, 現代社会学部, 教授 (20243371)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 観光行動 / ネットくちコミ / SNS / 観光満足

Outline of Final Research Achievements

We researched how tourists use the electronic word of mouth (e-WOM) in tourism. We focused on Japanese tourists in Taiwan and Taiwanese tourists in Japan.
The findings from the data analysis are very interesting. The pattern of information usage is depend on the type of tour they chose. And We also found the corelation between the usage of SNS and the satisfaction of the trip. The tourist who use the information from SNS on the spot is more satisfied with the trip than non-user. Whether they posted e-WOM on SNS didn't change the satisfaction, on the other hand, the response from other people to their e-WOM increase the satisfaction. Our research suggests that e-WOM is very powerful to attract tourist and to increase ther satisfaction of tourism.

Free Research Field

観光マーケティング