A Study on the Effects of Word-of-Mouth on Brand Trust in Tourism Industry
Monica Shu-Fen Wu 1 *
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1 Department of Hospitality Management, Wu Feng University, TAIWAN, R.O.C.* Corresponding Author

This article belongs to the special issue "Problems of Application Analysis in Knowledge Management and Science-Mathematics-Education".


From the statistical data of World Tourism Organization on the number and average growth of travelers and the travel income, Asia-Pacific Region presents the best potential in tourism markets. A lot of visitors would choose to receive information through Word-of-Mouth when planning a tour. The Word-of-Mouth experiences and shared information could induce a visitor’s travel demands. It therefore becomes a primary issue for the marketing in tourism industry to understand the function of Word-of-Mouth on a visitor’s trust and employment of a tourism business brand. Taking EasyTravel as the research subject, the questionnaire survey is preceded through e-mails. With convenience sampling, total 1000 copies of questionnaires are distributed to the web members of EasyTravel, and 382 valid copies are retrieved, with the retrieval rate 38%. The research results show the significantly positive correlations between 1.Word-of-Mouth and Brand Reliability in Brand Trust and 2.Word-of-Mouth and Brand Intention in Brand Trust; besides, 3.demographic variables reveal remarkable effects on the correlations between Word-of-Mouth and Brand Trust.


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EURASIA J Math Sci Tech Ed, 2017, Volume 13, Issue 12, 7995-8002


Publication date: 22 Nov 2017

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Article Downloads: 5273

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