THE IMPACT OF ONLINE RECOMMENDATIONS CREDIBILITY ON TOURISTS BEHAVIOR

Abstract

Modern consumers live in a world where companies distribute a lot of information on daily basis, and due to increasing competition they implement aggressive promotional strategies. In line with that, unpaid promotion as it is WOM communication (word-of-mouth) became important to consumers. Specific group of consumers extraordinarily prefer the system of recommendations due to intangible caracteristics of services that are offered on the market. As a result of that, the subject of this paper are online recommendations with a special reference to tourism. The aim of this paper is to analyze the impact of eWOM credibility (electronic-word-of-mouth) on tourists behavior and their decision-making process. Empirical research, conducted on the territory of the Republic of Serbia, included a sample of 268 respondents, while the analysis of the obtained data was performed using the statistical software platform IBM SPSS Statistics and the Pearson’s Correlation test.