Effects of cultural difference on tourists’ revisit intention with eWOM

Abstract

This article investigates the moderating role of cultural difference in the relationship between eWOM and intention to revisit a tourist destination. The moderating effect of indulgence on the relationship within the proposed model are explored. The survey was randomly distributed to 120 tourists who are the repeat visitors during around a month of February 2018 at Danang International Airport in Vietnam because the target respondents are the tourists who finished their trips in Vietnam and are getting ready to leave. The results of SPSS and structural equation modeling analysis showed that eWOM influences intention to revisit and the impact of eWOM on intention to revisit is about 1.3 times higher in Korean compared to American. In summary, wholly achieving the presentstudy objectives, the findings successfully verified that the variables in the proposed conceptual framework were major reasons for international tourists’ engagement in revisiting Vietnam. Implications and future research directions are discussed.