Assessing the impact of electronic word of mouth marketing on agritourism farms in Davao City /
Dhenisse Cazandra P. Galleros; Exegesis Jedidiah Ebarle-Bangcaya, adviser
- 2018
- 56 leaves
With the growing availability and popularity of web-based opinion flatforms, online product reviews are now an emerging market phenomenon that is playing an increasingly important role in consumer decisions especially in the tourism sector, since the products they offer are intangible. Electronic word of mouth (eWOM) can be easily advantageous in agritourism since the former is done in a computer mediated environment which lessens marketing costs. Davao City already have some well-known farm resorts and many areas are scouted to have potential in this booming industry. With this, the overall aim of the study is to determine the impact of eWOM in Davao City?s Agritourism sites. Moreover, determining the socio-demographic characteristics and attitude of tourists toward decision making can help resort managers in improving the farm and its services. The research determined the factors associated with the effectiveness of eWOM: Characteristics, Coomunicators, and Farm Attributes. To achieve the objectives of the study, Multiple Linear Regressions was used to investigate the effect of the variables on tourist decision-making. The results show that age, gender, income, and educational attainment, of tourist have implications on farm visits. About 75% of the 300 respondents said that they heard of a farm resort from word of mouth which confirms its effectiveness. Lastly, the outcome of the study shows that the variables used explains 89.7% of variation in the farm preference of tourists. Therefore, the factors of eWOM indicated in the farm preference of tourists. Therefore, the factors of eWOM indicated in the study have a great impact on tourists? visits. The effectiveness on this cheap marketing alternative encourages farm managers to utilize the internet to get feedback and improve the farm?s facilities and services.