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Title:
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THE STYLES OF ONLINE WOM-SENDERS AND ONLINE WOM-RECEIVERS AMONG HOT SPRINGS TOURISTS |
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Author(s):
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Kosuke C. Yamada, Masato Nakajima, Muneo Kitajima |
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ISBN:
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978-972-8939-40-3 |
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Editors:
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Piet Kommers, Nik Bessis and Pedro Isaías |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Word of mouth; customer to customer relationship; Cognitive Chrono-Ethnography (CCE); tourism; hot springs |
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Type:
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Reflection Paper |
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First Page:
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235 |
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Last Page:
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238 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Japan has numerous numbers of hot-spring resorts (onsen). Visiting hot-spring resorts is one of popular leisure in Japan. The spread of broadband in Japan has increased the consumer interactions about hot springs in online communities. It is important to evaluate the impact of the consumer interactions in online communities on the decision making process of the hot-spring resorts visitors. In this study, we investigated the ecology of word of mouth (WOM) communication for hot springs in web-based communities. We conducted a qualitative interview-based study by adopting the methodology, Cognitive Chrono-Ethnography (CCE: Kitajima et al., 2010). 18 adults (14 women; 4 men; mean age, 33.4 years) participated in in-depth interviews, who have experience using WOM in online community about hot spring trip. We found that the WOM-receivers showed different use characteristics of WOM depending on the degree of dependence on WOM. The WOM-senders were different in terms of motivation of writing. |
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