The impact of word of mouth on purchase intention of hospitality industry

The importance of word of mouth is undeniable on purchase decision, especially on hospitality and tourism industry, which has intangible and expensive product and services with difficulties to evaluate before consumption. By emerging eWOM the nature of the business has been change dramatically. This study describes the impact of eWOM on customer‟s purchase decision of hospitality industry

کلیدواژه ها:

eWOM ، Hospitality industry ، trust ، product involvement