The Role of WOM in Affecting the Intention to Purchase Online

Recent studies have focused on the influence of online word-of-mouth (WOM) on tourist behavior. However, the role of traditional versus online WOM on travel decisions remains to be expanded. This chapter addresses this research gap by empirically investigating the impact of offline and online WOM on travel decisions across four different cohorts: Generation Y, Generation X, the Baby Boomers, and the Silent Generation. In addition, it explores generational differences with regard to online booking intentions. Findings reveal that traditional WOM affects travel decisions by all cohorts, with a higher impact for the Baby Boomers and the Silent Generations. Online WOM has a higher influence for younger cohorts, who also show a higher intention to purchase online than older generations. Still, the results show that senior individuals are well aware of the possibilities offered by the Internet as both an information source and a purchase channel.