Ivana TonkoviΔ PraΕΎiΔ
- University of Applied Sciences βNikola Teslaβ in GospiΔ, Bana Ivana KarloviΔa 16, 53000, GospiΔ, Republic of Croatia
Kristina DevΔiΔ
- University of Applied Sciences βNikola Teslaβ in GospiΔ, Bana Ivana KarloviΔa 16, 53000, GospiΔ, Republic of Croatia
Abstract:
Modern consumers are more likely to make additional effort when gathering relevant information and evaluating alternatives during their decision-making process. An information source mostly used and often considered more reliable by consumers is definitely word-of-mouth (WOM), which is being replaced or enriched by electronic word-of-mouth (eWOM). eWOM represents sending and receiving positive or negative information by potential, former, or present consumers about a product or service and has become an important digital marketing tool. At times, eWOM could be a predominant factor for the success or failure of small business ventures, such as those in rural tourism destinations. In order to determine whether tourists consider and are being influenced by eWOM when choosing a rural tourism destination, a survey was conducted among a sample of Croatian consumers. The measuring instrument was a questionnaire developed on the basis of consulted relevant literature, and the survey was completed by respondents online. The collected data was analyzed with differential and inferential statistical methods, and the results were presented and analyzed in this paper. The paper concluded with limitations and recommendations for future research, as well as a discussion of the practical implications of the conducted research
Tenth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research - LIMEN 2024 - International Scientific-Business Conference β LIMEN 2024: Vol 10. Selected Papers , December 5, 2024
Conference Proceedings published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia
ISBN: 9788680194936 , ISSN: 26836149 , DOI: 10.31410/LIMEN.S.P.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
