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-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.
DOI
10.21608/ijthm.2020.134197
Keywords
Airline Industry, corporate image, Egyptian Private Airlines, eWOM, Purchase Intention
Authors
Affiliation
Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt
Email
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Faculty of Tourism and Hotels, Luxor University, Egypt
Email
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-MiddleName
-Affiliation
Faculty of Tourism and Hotels, Minia University, Egypt
Email
mohamed.ezzat@mu.edu.eg
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-Link
https://ijthm.journals.ekb.eg/article_134197.html
Detail API
https://ijthm.journals.ekb.eg/service?article_code=134197
Publication Title
International Journal of Tourism and Hospitality Management
Publication Link
https://ijthm.journals.ekb.eg/
MainTitle
The Influence of E-WOM on Egyptian Private Airlines Ticket Purchasing Intention