Role of Word of Mouth Communication in Tourists’ Touristic Good Preferences: A Research on Domestic Tourists

Abstract

The present study analyzed the revised number of tourist arrivals in Turkey between This work
which aims to find how domestic tourists use the word of mouth resources in their touristic good
preferences is a survey study. Within this context, this work aims to find the views of domestic
tourists regarding the word of mouth resources in their touristic good preferences. The study starts
with a conceptual framework for defining the concept of word of mouth and related concepts. Next,
we have developed a survey by benefiting from previous studies on the subject. The survey was
conducted in various touristic sites of Ankara. The survey data obtained by participation of 424
domestic tourists has been analyzed by using statistical packet software. Cronbach’s Alpha on
reliability of the survey scale has been found α = 0,83. This indicates that the survey scale is a highly
reliable one. Demographic characteristics of participants have been given in the form of frequency
and percentage. The next part deals with the degree to which tourists were influenced by word of
mouth resources and participated in word of mouth activities in displaying their satisfaction and
dissatisfaction. One sample t-test and ANOVA have been employed in order to determine the extent
to which these degrees have changed in accordance with demographic variables. Besides, paired
samples t-test has been used to determine existence of a statistically meaningful variance when they
participate in word of mouth activities in case of satisfaction and dissatisfaction.