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Research Paper
art ic l e i nf o a b s t r a c t
Article history: Electronic word-of-mouth (WOM), also known as eWOM, is one of the most influential sources of in-
Received 30 April 2015 formation on the web. The aim of this study is to examine the impact of online WOM on destination trust
Received in revised form and intention to travel in the medical tourism sector. In addition, the paper examines the moderating
7 December 2015
effect of income on the researched variables. Structural equation modeling is applied to examine the
Accepted 12 December 2015
interplay between the proposed variables, using a sample of 216 respondents. The empirical results
suggest that: online WOM positively influences destination trust and intention to travel; destination
Keywords: trust positively influences intention to travel; rising income strengthens the relationship between online
Online WOM WOM and intention to travel; and rising income weakens the relationship between destination trust and
eWOM
intention to travel. Implications and future research directions are discussed.
Medical tourism
& 2015 Elsevier Ltd. All rights reserved.
Destination trust
Travel intention
1. Introduction queues and waiting-lists in the source country and bargains in the
destination country (Keckley, 2008; Woodman, 2008). Further,
Medical tourism (med-tour) is the act of seeking medical ser- World Report (2010) reported that med-tour is growing fast in
vices in a foreign country: it is a process by which medical tourists emerging markets such as India, primarily due to a high level of
(med-tourists) visit places for the purpose of healing and relaxa- healthcare infrastructure, skilled medical personnel, and lower
tion (Hunter, 2007). Med-tour is not a new phenomenon: mankind prices compared to other med-tour destinations (Katz, 2015;
has traveled to foreign lands to access treatment for many years Mishra & Shailesh, 2012). India's med-tour sector is expected to
(Richard, Melisa, & Rupa, 2011). For years, med-tourists from de- experience an annual growth rate of 30%, making it a $2 billion
veloping countries have traveled to Europe and the USA to access industry by the end of 2015 (The Economic Times, 2015). Turkey is
medical services. However, traveling from developed to develop- viewed as the second-largest country in Eurasia in terms of med-
ing countries to access medical services at a lower cost is a new tour revenue and arrivals (Beladi, Chao, Shanee, & Hollas, 2015).
trend (Johnson, Youngquist, Garman, Hohmann, & Cieslak, 2015; About half a million med-tourists visited Turkey in 2014 (Anadolu
Misung, Heesup, & Tim, 2012). This has developed into a new Agency, 2015). According to the Ministry of Health (2012), the
niche market, the med-tour market, offering an optimal oppor- country was ranked seventh in the world in 2009 with an esti-
tunity for the tourism industry to diversify its services. Med-tour is mated revenue of $31.4 million in 2011 and about $1 billion in
the process of combining products and services from the medical 2015 (Anadolu Agency, 2015). Private hospitals have been proac-
industry and the tourism industry together, i.e. healthcare and tive in creating and benefiting from the growth of this market. The
vacations (Lee, 2009; Misung et al., 2012). concept of med-tour has gained an audience in the present day
Med-tour is developing rapidly in many countries such as due to the prevalence of communication technology and the
Turkey, India, Thailand, Singapore, Hong Kong and Taiwan (Tsoi, consequent reduction of information barriers.
2008). The fundamental factors that spark the growth of the med- Sen and Lerman (2007) conceptualized word of mouth (WOM)
tour industry include the availability of well-qualified practitioners as a kind of real time conversation between consumers regarding a
in Asian countries, high costs of treatment in rich countries, long product and/or service. The development of the Internet has ex-
tended the concept of WOM to an online context that embraces
n
wider audiences. Online WOM is a form of written memo on the
Corresponding author at: Faculty of Business and Economics, Eastern Medi-
web, usually posted by experienced or previous consumers (Abu-
terranean University, P.O. Box 95, Famagusta North Cyprus via Mersin 10, Turkey.
E-mail addresses: mohammed.abubakar@cc.emu.edu.tr (A.M. Abubakar), bakar & Ilkan, 2014a, 2014b). This written memo influences the
mustafa.ilkan@emu.edu.tr (M. Ilkan). behavior of prospective customers (Abubakar & Ilkan, 2013). In
http://dx.doi.org/10.1016/j.jdmm.2015.12.005
2212-571X/& 2015 Elsevier Ltd. All rights reserved.
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
2 A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎
addition, the memo leads to information diffusion because it can forces them to travel outside the country in search of healthcare
be accessed anytime, anywhere, and forwarded to other con- services (Hanefeld, Lunt, Smith, & Horsfall, 2015). On the other
sumers (Abubakar & Ilkan, 2013). For instance, Litvin, Goldsmith, hand, African and Middle Eastern patients travel to India due to a
and Pan (2008) stated that the Internet has created a new type of lack of medical expertise and unavailability of technology in their
communication atmosphere that empowers both consumers and own regions (World Report, 2010).
providers: a platform that enables information flow along con- Awadzi and Panda (2005) noted that med-tourists are influ-
sumer-to-consumer, consumer-to-business and business-to-con- enced by both push and pull factors. The push factors are intrinsic
sumer channels. The improvement of hypermedia has led to an forces in humans, e.g. desires for personal privacy, confidence
increase in the number of people using the Internet to access in- enhancement and personal appearance (Ye, Yuen, Qiu, & Zhang,
formation about a product and/or service (Litvin et al., 2008). 2008). The pull factors are extrinsic forces related to a destination,
Online WOM is the most attested source of information for such as reputation, the known state of technology at the health-
consumers, and it is considered to be twice as inspiring as tradi- care facilities, advertisement, price, doctors' experience and WOM
tional advertisements (Hung & Li, 2007; Mayzlin, 2006). Further- (Ye et al., 2008). According to Vincent, Deniz, and Haiyan (2011)
more, Casaló, Flavián, Guinalíu, and Ekinci (2015) stated that on- and Ben, Hanqin, and Peter (2011), Chinese med-tourists' moti-
line WOM has a strong influence in the tourism industry, primarily vations to travel to Hong Kong are linked to factors such as pro-
due to the intangible nature of tourism services. TIA (2005) re- motion, quality of medical services and personnel, expertise costs,
ported that 67% of American travelers accessed the Internet to credibility and destination attributes.
retrieve information regarding their prospective travel destination. The aforementioned factors in both studies are in line with
Reports indicate that each year hundreds of millions of potential Awadzi and Panda's claims. Cheung and Wilson (2007) added that
visitors consult online reviews (Tripadvisor.com, 2011). Among for the purpose of reducing costs, the American medical insurance
these potential visitors, 84% were influenced by reviews when scheme has advised policy holders to travel outside the USA to
making travel decisions (Travelindustrywire.com, 2007). Potential access medical services in other nations. Thus, countries with
visitors consult online reviews because the tourism product and cheap but good-quality healthcare services have a competitive
service is not accessible until the moment of its consumption: thus advantage over those with higher costs; and this represents a
the risk and uncertainty associated with it is increased. For ex- major advantage for promoting med-tour in developing countries
ample, a med-tour service like cosmetic surgery is accessible to like Turkey. Although the quality of medical services and the im-
med-tourists only upon consumption (i.e. during the surgical op- age of the destination country influences med-tourist decisions,
eration). Prospective tourists thus depend on referrals from their the main motivator is the economic benefit attached (Vincent
friends, family members and social networks (Casaló et al., 2015). et al., 2011). The economic benefits can of course be the topic of
According to Bickart and Schindler (2001), online WOM has the WOM and eWOM messages, along with any of the other afore-
potential to reduce the risk, uncertainty, and ambiguity associated mentioned motivating factors: logically, WOM is an inclusive
with a product or service. Interestingly, Jalilvand, Samiei, Dini, and category.
Manzari (2012) reported that online WOM has a significant impact Subsequently, a study by Ayoun, Ksouri, and Abdellatif (2015)
on tourists' destination image, attitude and travel intention in the placed emphasis on the importance of WOM in the tourism in-
tourism industry. In this sense, it is argued in this paper that on- dustry. The study also showed that WOM is in fact the key factor
line WOM has the potential to reduce the perception of the risk that shapes destination image construction and consequently
and uncertainty associated with a med-tour destination. Although travel motivation. Given this, the present paper asserts that WOM
the foregoing studies consider these information sources to be is a powerful element that influences travel decisions, and espe-
factors that influence the perceived image of a tourism destina- cially online WOM, due to its ability to travel farther and diffuse
tion, there is a dearth of investigations regarding the effect on faster. Online WOM communication refers to any positive or ne-
destination trust, especially with regard to the med-tour industry gative statements made by consumers and posted on the internet
in which uncertainty and the potential for adverse effects is high. for individuals and institutions in regard to products or services
(Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004). Further, Yang
(2011) stated that the primary source of information for a tourist is
2. Purpose of the study more likely to come from personal experience, WOM, and adver-
tisements from organizations. Empirical evidence has shown that
Although research on the impact of online WOM on destination a WOM message has a considerable impact on the receiver's brand
image (e.g. Jalilvand et al., 2012; Mridula, 2009), destination choice attitudes (Laczniak, DeCarlo, & Ramaawani, 2001), attention
(e.g. Jalilvand & Samiei, 2012b; Zhu & Lai, 2009), and intention to (Mikkelsen, VanDurme, & Carrie, 2003), intentions (Grewal, Cline,
travel (e.g. Jani & Hwang, 2011; Papadimitriou & Gibson, 2008) is & Davies, 2003), consideration (Grewal et al., 2003), and ex-
not new, to our knowledge no research has investigated the im- pectations (Webster, 1991).
pact of online WOM on destination trust and intention to travel,
coupled with the moderating effect of income. Replicating similar 3.1. Online WOM and intention to travel
studies in the med-tour industry is therefore imperative for in-
creasing the generalizability of prior findings from other sectors of Intention to visit a destination is defined as the willingness to
the tourism industry. visit the destination (Chen, Shang, & Li, 2014); the decision to visit
a destination is interpreted as a rational calculation of the costs
and benefits of a set of alternative destinations, which were de-
3. Literature review rived from external information sources, including online WOM or
travelers' blogs (Chen et al., 2014). Online WOM has the power to
There are several reasons med-tourists travel over international procure 30 times more consumers than the traditional channels
borders. These reasons tend to vary by country or region. For ex- (Trusov, Bucklin, & Pauwells, 2009). This is because potential
ample, in the USA, medical treatment is practically unaffordable visitors perceive online WOM to be up-to-date, enjoyable and
without health insurance (Beladi et al., 2015). In the UK, the Na- more reliable than information provided by travel firms. This study
tional Health Service waiting lists tend to be long and the cost for posits that online WOM is essential for professional and ag-
private healthcare is very high, which often frustrates patients and gregating services, especially complicated ones like med-tour.
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎ 3
Research has shown that healthcare providers with a more posi- increases the level of trust shown toward a destination. This paper
tive WOM may have higher profits and an increase in the number therefore argues that online WOM would reduce potential med-
of patients (Campbell, 2012). In their influential studies, Lee, Han, tourists' risk and uncertainty perception associated with a med-
and Lockyer (2012) found that positive WOM enables South Kor- tour destination. Based on these theoretical and empirical argu-
ean healthcare providers to formulate a sustainable marketing ments, it is proposed that online WOM will have a significant
strategy and ensure their survival, while Ko and Kim (2011) impact on med-tourist destination trust. Given the extant litera-
warned that healthcare providers should do anything within their ture: the following hypothesis is proposed.
power to diminish negative WOM. This is because disparaging
WOM has a profound negative influence on the behavior of po- H2. Online WOM has a significant impact on the destination trust
tential visitors. Research in other sectors of the tourism industry for a medical destination.
has revealed that favorable online reviews regarding a resort or
hotel increase the likelihood of booking and room sales (Duverger, 3.3. Destination trust and intention to travel
2013; Ogut & Tas, 2012; Vermeulen & Seegers, 2009). According to
this view, favorable online reviews may increase the number of Analysis of the literature identifies a gap in the research on
beds and patients from a med-tour perspective. Empirical evi- destination trust and the intention to travel. The ultimate goal of
dence has shown that online WOM has the potential to increase destination marketing is to generate an intense bond between the
the intention to travel (Arsal, Backman, & Baldwin, 2008; Filieri & consumer and the brand, and the main ingredient of this bond is
McLeay, 2014) and should be considered as the best advertising trust (Hiscock, 2001). Trust is an effective means of minimizing the
tool that medical hub setups could take advantage of (Srivastava & perception of risk and uncertainty (Han & Hyun, 2013; Pavlou,
Mahajan, 2011). Given the extant literature, the following hy- Liang, & Xue, 2007), and tourists are more likely to visit destina-
pothesis is proposed: tions that they perceive as trustworthy and dependable (Roo-
durmun & Juwaheer, 2010). This trust premium is primarily in-
H1. Online WOM has a significant impact on the intention to fluenced by issues of malpractice, quality, and adverse effects
travel to a medical destination. (Han, 2013). Therefore, destination trust (i.e. reliability, integrity,
competence and quality assurance) may influence the willingness
3.2. Online WOM and destination trust to travel in the med-tour context. Turkey has about 32 hospitals
accredited by the Joint International Commission, which are
An examination of the hospitality management literature re- mostly located in Istanbul (Organization of Medical Tourism,
veals that little is known about the impact of online WOM on 2015). Some hospitals have partnerships with top American hos-
destination trust. Online WOM is considered to be an important pitals such as Harvard Medical Center and Johns Hopkins, and are
information source influencing tourists' choice of destination (Ja- staffed by many highly-skilled, English-speaking, and Western-
lilvand & Samiei, 2012b). According to Morgan, Pritchard, and trained doctors (Organization of Medical Tourism, 2015). Han and
Piggott (2003), disparaging WOM, in which dissatisfied tourists Hyun (2015) confirmed that international med-tourists are more
share unpleasant and belittling comments regarding their ex- likely to visit a destination they trust (e.g. clinic or country). Based
periences, has an intense impact on destination image. Dennis, on these theoretical and empirical arguments, this paper proposes
Merrilees, Jayawardhena, and Wright (2009) added that a positive that med-tourists are more likely to visit a trusted medical desti-
attitude toward an e-retailer positively influenced e-consumers' nation. Given the extant literature, the following hypothesis is
intention to make a transaction. Zhu and Lai (2009) studied how proposed:
online WOM influences tourism destination choice. The study
finds that the amount of information in WOM and consultations is H3. Destination trust has a significant impact on the intention to
positively related to the actual tourist reception. The findings can travel to a medical destination.
also be interpreted as a rational evaluation of WOM information
regarding attributes (i.e. reliability, integrity, competence, and 3.4. Income as a moderator
quality assurance) associated with a product, service, or destina-
tion. In the context of this study, the aforementioned attributes are Gross domestic product (GDP) as an aggregate measure of in-
related to a destination. Trust is defined as 'one party's confidence dividual income is a predictor of the demand for tourism (Song,
in an exchange partner's reliability and integrity’ (Morgan & Hunt, Dwyer, Li, & Cao, 2012). Connell (2011) noted that high-income
1994, p. 23). nations such as Australia are prospective source countries for
Destination trust refers to a visitor's willingness to rely on the visitors to med-tour destinations. According to the World Bank
ability of a med-tour destination to perform its advertised func- (2015) income classification reports, Northern Cyprus is among the
tions. In more practical terms, destination trust gives assurances to high-income countries, with a per-capita GDP of $15,302. There-
med-tourists who choose to visit a particular destination, that fore, Northern Cyprus can also be viewed as a source country for
service provision will be transparent, reliable, risk, and hassle free visitors to med-tour destinations. Income is one of the keys to
(Roodurmun & Juwaheer, 2010). Perhaps a destination that in- explicating the economic impacts of tourism, not only because of
culcates trust in tourists' minds can be more easily branded. Per- its intimate relationship with the direct effects of a tourism
sonal involvement is extreme in the med-tour industry, due to the economy, but also its indirect and induced effects (Zhang, Ding, &
fact that the outcome is critical from the tourist's perspective. Bao, 2008). Travel activities are prone to constraints, which include
Uncertainty and risk are perceived by med-tourists as high, given time and money (Chick & Dong, 2003; Kattiyapornpong & Miller,
the possibility of adverse medical effects. In order to reduce their 2009). Subsequently, Johnston, Crooks, and Snyder (2012) added
uncertainty and limit their risk, therefore, potential med-tourists that income is a significant motivational factor for Canadian med-
tend to seek information from previous customers, or trustworthy tourists to seek medical care overseas; and the level of financial
and experienced individuals. Scholars have provided collateral means is related to travel participation (Börjesson, Fosgerau, &
evidence that positive online WOM plays an important role in Algers, 2012). A substantial body of research in the tourism in-
reducing travelers' risk perceptions when booking accommodation dustry demonstrated that online WOM in particular affects tour-
(Gretzel & Yoo, 2007; Sparks & Browning, 2011). Recently, a study ists' intention to travel (Filieri & McLeay, 2014). However, this re-
by Ladhari and Michaud (2015) noted that positive feedback lationship is yet to be verified in the med-tour industry when
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
4 A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎ 5
items that were adopted from studies by (Kassem & Lee, 2004; Education
Kassem, Lee, Modeste, & Johnston, 2003; Jalilvand & Samiei, High school 8 3.7
Some college degree 29 13.4
2012b). The adopted items were modified to fit the oper-
Bachelor’s degree 86 39.8
ationalized medical travel intention context. A sample of items Higher degree 93 43.1
includes: “I would visit Turkey rather than any other medical desti- Total 216 100.0
nation” and “I predict I will visit Turkish hospitals in the future”. All
items were rated on a five-point scale ranging from 5 (strongly Notes: TL, Turkish Lira
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
6 A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎
Table 2
Psychometric properties of the measures.
Notes: CR, construct reliability; AVE, average variance extracted; α, Cronbach's alpha. KMO Measure of Sampling Adequacy ¼.84; Bartletts' Test of Sphericity ¼ 2041.4, df¼91,
p o.001.
a
Dropped items during confirmatory factor analysis.
Table 3 Table 4
Means, standard deviations (SD), and correlations of study variables. Maximum likelihood estimates for the research model (n¼ 216).
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎ 7
3.5 Moderator
on tourists' intention to travel (Ayoun et al., 2015; Duverger, 2013;
3 Low Income Filieri & McLeay, 2014; Ko & Kim, 2011; Lee et al., 2012). There has
been no prior attention paid to destination trust, and the potential
2.5 mechanisms by which income may induce effects. The paper has
High Income
shown that online WOM has a significant impact on destination
2 trust and on intention to travel, and that destination trust has a
significant impact on intention to travel. Taken together the results
1.5
also suggest that online WOM has an indirect impact on intention
1 to travel through destination trust. Further, the indirect effect was
Low Desnaon Trust High Desnaon Trust higher when the income variable was included in the model.
In sum, the findings show how online WOM influences desti-
Fig. 3. Interaction term for Hypothesis 5.
nation trust and travel intention. Prior studies have established
similar results with online sales (Chevalier & Mayzlin, 2006),
however, the explained variance decreased: the value of R2 dete-
brand image (Jalilvand & Samiei, 2012a), destination image (Ja-
riorated, yielding R2 ¼ .347, F¼ 31.11** p¼ .000. Thus, the addition of
lilvand et al., 2012), and destination choice and travel intention
income to the model decreased the explained variance in the re-
(Jalilvand & Samiei, 2012b). The studies asserted that online WOM
lationship by 0.9% (see Fig. 3). As a result, it can be concluded that has a significant effect on consumers' and travelers' decisions. For
rising income weakens the relationship (H5 was rejected). This example, the Jalilvand et al.'s (2012) study indicates that online
shows that wealthier med-tourists are less reliant on destination WOM has a significant effect on destination image, travel inten-
trust to make travel decisions. tions and tourists' attitudes. This paper has extended the model
Finally, to examine the interplay among the study variables using destination trust and intention to travel to suggest a more
they were analyzed according to the total, direct and indirect ef- enriched and dynamic relationship with income. The moderating
fects (see Table 5). The direct effect of online WOM on destination effect of income between travel motivation (e.g. online WOM) and
trust was .355 both before and after the moderating effect of the intention to travel relationship has been emphasized by pre-
vious scholars (Kattiyapornpong & Miller, 2009). This study has
Table 5 shown that income strengthens the relationship, such that when
Break down of total effect of the research model (n ¼216). income is higher, the impact of online WOM on intention to travel
is higher. Furthermore, increasing income dampens the relation-
Exogenous Endogenous Total Direct Indirect Confidence
ship between destination trust and intention to travel, instead of
variables variables effect effect effect interval (%)
strengthening the relationship as predicted. This suggests that
Online WOM Destination .355 .355 .000 99 rising income plays a marginal role in the relationship between
Trust destination trust and intention to travel. This might be because
Online WOM Intention to .466 .196 .270 99 wealthy med-tourists rely heavily on online WOM and are less
Travel
Destination Intention to .762 .762 .000 99
reliant on destination trust to make travel decisions. Second,
Trust Travel wealthy med-tourists have better healthcare, and thus have less
experience with health-related consequences, which in turn af-
Interaction effect in the model (income)
Online WOM Destination .355 .355 .000 99 fects their risk perceptions. Third, those with high income may
Trust have a number of alternatives and are more likely to take impulse
Online WOM Intention to .542 .250 .292 95 decisions. In other words, more wealthy med-tourist travel deci-
Travel sions are more likely to be influenced by online reviews, rather
Destination Intention to .726 .726 .000 99
Trust Travel
than destination trust. These findings are ground breaking, and at
the same time call for more investigation, considering the claims
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
8 A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎
made by prior studies (Cheng, 2012; Lee, 2012; Ye et al., 2008). destination trust, destination choice, and destination image si-
This establishes the need for additional research. multaneously may provide additional insights for med-tour prac-
Practitioners in the med-tour industry should do anything titioners. As this research utilized a sample with a single-country
within their power to increase positive online WOM in order to focus, future research should examine the generalizability of these
increase destination trust and intention to travel. In their study, findings through cross-cultural or multi-country studies. In terms
Ladhari and Michaud (2015) noted that information from an ac- of strengths, due to the representativeness of the sample obtained
quaintance is less likely to be rejected, especially in a context in through the random sampling technique, generalizations can be
which consumers are becoming more vigilant and demanding. made from the results of the sample to the general population.
Thus, destination marketers should do more in order to diminish
negative online WOM. Providing a top-notch service experience
might increase the steady stream of positive online WOM. Online Acknowledgment
WOM is of course important but it is not the only factor that
shapes tourists′ destination trust and travel intention. The authors wish to thank the anonymous reviewers for their
detailed and useful comments on the earlier draft of this
manuscript.
6. Conclusions
Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i
A.M. Abubakar, M. Ilkan / Journal of Destination Marketing & Management ∎ (∎∎∎∎) ∎∎∎–∎∎∎ 9
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Please cite this article as: Abubakar, A. M., & Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical
tourism perspective. Journal of Destination Marketing & Management (2016), http://dx.doi.org/10.1016/j.jdmm.2015.12.005i