The Influence of E-WOM on Egyptian Private Airlines Ticket Purchasing Intention | ||
| International Journal of Tourism and Hospitality Management | ||
| Article 2, Volume 3, Issue 2, December 2020, Pages 31-64 PDF (782.69 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijthm.2020.134197 | ||
| Authors | ||
| Ahmed Mahmoud Hassan1; Sabreen Abd Eljalil2; Mohamed Ezzat3 | ||
| 1Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt | ||
| 2Faculty of Tourism and Hotels, Luxor University, Egypt | ||
| 3Faculty of Tourism and Hotels, Minia University, Egypt | ||
| Abstract | ||
| With onset of the digital age, the airline industry has become increasingly influenced by online networks’ communications. The continuous growth of social networks is visible and obvious which extend the impact of electronic word of mouth (e-WOM) on different online travel platforms. This research aims to investigate the factors which influence eWOM on purchase intention of the passengers travelling onboard the Egyptian private airlines. Moreover, the research questionnaire survey technique uses in this research to assess the dimensions of eWOM and passengers’ purchase intention on airlines’ tickets.The sample of the study are the passengers whom travelling onboard the Egyptian private airlines. Beneficial sampling techniques used in this research and structural equation modeling use to test the research hypotheses. The results of the study confirm that the eWOM has direct influence on the Egyptian private airlines’ ticket purchasing intention. The most valuable result of the research is eWOM has significant importance which can be widely used by Egyptian private airlines’ marketing managers in their online marketing campaigns to attract and engage more customers. | ||
| Keywords | ||
| Airline Industry; Corporate Image; Egyptian Private Airlines; EWOM; Purchase Intention | ||
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