Author/Authors
t anrisevdi, a bdullah adnan menderes üniversitesi, Turkey , özoğl, gamze dokuz eylül üniversitesi, Turkey , güçlütürk baran, günseli isparta uygulamalı bilimler üniversitesi, Turkey , şahin, özer muğla sıtkı koçman üniversitesi, Turkey
Title Of Article
EXAMINING TRADITIONAL WOM INTENTION IN THE CONTEXT OF THEORY OF PLANNED BEHAVIOR: A CASE OF TURKISH MOUNTAINEERS
شماره ركورد
45387
Abstract
The present research sheds light on the relationships between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) and TWOM intention (TWOMI) in the context of the Theory of Planned Behavior (TPB). A survey was conducted on Turkish mountaineers to examine the extent of the influence of attitude, subjective norm and perceived behavioral control on the TWOM by utilizing a partial least square algorithm. Results show significant relationships between AT, PBC, and WOM intention, whereas SN is a non-significant predictor. Further, the result of importance-performance map analysis (IPMA) indicates that while PBC seems to be the most important predictor of intention to WOM, the attitude needs to be the highest priority from service providers. Accordingly, practical implications for travel agency management are recommended. Various suggestions for future research are also made.
From Page
63
NaturalLanguageKeyword
Theory of Planned Behavior , Word , of , Mouth , Mountaineering , Special Interest Tourism , Partial Least Square (PLS)
JournalTitle
Abant Sosyal Bilimler Dergisi
To Page
89
JournalTitle
Abant Sosyal Bilimler Dergisi
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