The Correlation between Word of Mouse, Customer Value and Purchase Intention in Eco-tourism Industry

Chiu-Feng Wang, Yu Jing Chiu

Ekoloji, 2019, Issue 107, Pages: 1035-1039, Article No: e107122

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Abstract

In recent years, leisure and entertainment have become a trend. The rising of ecotourism is not only to satisfy people’s primary demand but also to get into the swing of worldwide sustainable development. The demand of tourist market is vigorous. Therefore, some more proactive marketing strategies are necessary. It’ll be a serious topic to create good word of mouse, customer value, and ecotourism through cultural creativity and technological behavior, and meanwhile, using various demands of customers as a tourism marketing strategy. This research focus on tourist who did eco tour in Taroko National Park in Taiwan, and the questionnaire is randomly distributed. There’re 360 copies being distributed and 263 of them are effective, with retrieval rate 73%. The research results reveal as follows. 1. There’s significantly positive correlation between word of mouse and customer value. 2. There’s significantly positive correlation between customer value and purchase intention. 3. There’s significantly positive correlation between word of mouse and purchase intention. According to research results, suggestions are proposed to aid domestic ecotourism promoting through cultural creativity and technology and hope to enhance competitiveness in ecotourism industry effectively.

Keywords

word of mouse, customer value, purchase intention, ecotourism

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