Influence of Customer Generated e-WoM on Tourist Satisfaction: An Empirical Investigation

E-Word of Mouth (e-WoM) facilitates informal exchange between the marketer and the customer. This is a convenient and interactive way to make a communication triad between customer, marketer and opinion leaders. Past research and existing literature reveal that the user gives importance to data based correspondence from a dependable source and buys an item when they trust the source. Users also buy the goods and services when they get its trustworthiness through e-WoM. These discoveries were the outcome of scholarly world in the context of other countries but the effect of e-WoM on Indian tourist for web-based buying is yet to be checked. Hence it was felt necessary to examine the variables that encourage the e-WoM influence and its effects on user satisfaction. In view of the above, the purpose of this research is to study the determinants of e-Word of Mouth influencing the service booking of Indian tourist. Further, it endeavours to ascertain the effect of identified determinants on user satisfaction. To achieve the objective, Indian tourists were contacted using non probability convenience sampling method. Factor Analysis and stepwise multiple regression techniques were utilized for analyzing the data. The respondents of our investigation are the tourists (pilgrims) visiting Varanasi and staying in Guest Houses situated near Dashashwamedh Ghat. The examination found that Trustworthiness emerged as the most influential determinant of e-WoM followed by Source Credibility and Volume and Valence of e-WoM that lead to a satisfied user. Source credibility also enhances the effect of other variables such as Trustworthiness and valence and volume of e-WoM. Valence and Volume also had a significant effect on e-WoM communication that reflects the popularity of the services or service provider.