The Influence of E-WOM on Egyptian Private Airlines Ticket Purchasing Intention

Document Type : Original Article

Authors

1 Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

2 Faculty of Tourism and Hotels, Luxor University, Egypt

3 Faculty 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

International Journal of Tourism and Hospitality Management
Volume 3, Issue 2
December 2020
Pages 31-64

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