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All Journal ASEAN Journal on Hospitality and Tourism
Muhammad Muzamil Sattar
Sapienza University Rome
Humanities Engineering Social Sciences

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Measuring Perceptions of Consumer Destination Image, Destination Familiarity, E-WOM, Destination Trust with Destination Choices Priya Bai; Muhammad Muzamil Sattar; Vijay Kumar
ASEAN Journal on Hospitality and Tourism Vol. 20 No. 3 (2022):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2022.20.3.07

Abstract

Current theory in tourism marketing lacks understanding of how businesses signal trust to consumers to make destination-based choices. The present research investigates the role of E-WOM, destination image, familiarity, and trust (as mediator) in destination choice from signaling theory perspective. The theory suggests that there is asymmetric information between the receiver and sender which can be resolved by communicating various positive signals. This study aims to test interrelationships among these variables on destination choice. A random sample of 382 consumers having experience of travelling to the northern areas of Pakistan participated in this study. Data was analyzed through SmartPLS. The research findings highlight relationship among factors which plays a significant role for destination choice. The findings further indicate that destination trust act as a positive signal for consumers which in turn influences their destination choice (consumer perceive). Furthermore, for tourists visiting northern areas of Pakistan positive E-WOM, destination image and familiarity create signals to influence destination trust. Implications of the findings for theory and practices are considered along with future research directions.
Role of Online Community Feedback in Creating the Image of Tourist Destinations Muhammad Muzamil Sattar; Fabiola Sfodera
ASEAN Journal on Hospitality and Tourism Vol. 21 No. 2 (2023):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2023.21.2.06

Abstract

This study investigates the impact of user generated content on online platforms, mainly known as Online Community Feedback (OCF). This study aims to highlight the importance of OCF in developing destination image. Content and feedback given by past visitors are more trustworthy as compare to any other information sources including advertisements by site managers or information from government ministries. Based on this phenomena authors of this paper have categorized and analyzed the feedback and comments of past tourist of Gilgit Baltistan Region of Pakistan. Authors have adopted unstructured approach and manual approach to categorize the feedback into different parameters. Based on those, several recommendations are made to government officials and tourist site managers to bring improvements on the site so that future tourists may choose that place for their next visit. Top 5 places of Pakistan as per tripadvisor.com, were chosen for analysis and study.
Co-Authors Fabiola Sfodera Priya Bai Vijay Kumar