Journal of Tourism & Hospitality
Open Access

Abstract

Word of Mouth Marketing in Tourism Industry: Evidences from Chinese Business Immigrants in Ethiopia

Ebrahim Hussen* and Shiferaw Muleta

Tourism and migration are an increasing and complementary outcome of globalization. Even though, the interrelation of the two is confirmed by many studies, the motivation of migrants to invite their friends and relatives is untouched. China is leading source of outbound tourist and half of them visit places recommended their friends and relatives. The study was too conducted to examine factors which affect word of mouth and satisfaction of Chinese business immigrants. Explanatory research design was employed to achieve the objective of the study and the data was collected at once. The quantitative data was collected from 205 Chinese workers in Eastern industry zone with convenience sampling. Eastern industry zone was selected purposively as study area. Mainly regression analysis SPSS an extended SPSS Process Macro was used to analyze the data. The findings show that except destination image and perceived value, food neophobia and language divergence has significant, negative and direct effect on word of mouth and satisfaction. Only satisfaction has positive significant effect on word of mouth. In this study finding except perceive value destination image, food neophobia and language divergence has indirect effect through satisfaction. Therefore the destination marketers should consider immigrants as resource for tourism and they should work on the antecedents of satisfaction and word of mouth.

Published Date: 2021-12-22; Received Date: 2021-12-01