MEASURING THE IMPACT OF SOCIODEMOGRAPHIC VARIABLES FOR PROPENSITY OF WOM AND E-WOM: A STUDY ON SELECTIVE DESTINATIONS IN INDIA

Abhilasha Chauhan, Anupriya Kaur, Yajulu Medury

Abstract


This research paper explores the consumers' propensity for WOM and e-WOM in Indian settings which (despite its vast potential) is under researched. Further, it attempts to discern the impact of socio-demographic variables on the same. Based on an empirical investigation of 853 respondents across five selected tourists destinations; the study reports that the domestic tourists have a high propensity for both WOM and e-WOM, albeit with a limited impact of socio-demographic variables. The two way ANOVA results for WOM propensity indicate that the main effects are moderately significant for age and family life cycle. The main effects in case of propensity for e-WOM are highly significant for age, occupation and family life cycle. Also, the interaction between socio-demographic variables across five destinations is significant for the same.  Eventually, the implications that follow provide a pragmatic approach for Indian tourism marketers.


Keywords


Word of mouth; electronic word of mouth; India.

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