CSR messages through online channels: An experimental study of tourism destinations

ENRIQUE BIGNÉ; LUISA ANDREU; MARINA ZANFARDINI

Glasgow

Conferencia; European Marketing Academy Conference; 2018

University of Strathclyde

This paper analyses the effects of tourism destinations? eWOM about three CSR dimensions: environmental, sociocultural and economic. We present two studies that explore how eWOM about CSR affects perceived usefulness and perceived influence. Study 1 consisted of a within-subjects experiment using samples of tourists from two countries: Argentina and Spain. The stimuli for eWOM about CSR resembled TripAdvisor reviews. The results suggest that eWOM about environmental CSR has the highest levels of perceived usefulness and perceived influence. Study 2 consisted of a within-subjects and between-subjects experiment using a sample of 612 tourists. The results confirm the hierarchical effects of CSR dimensions on perceived usefulness and perceived influence. Environmental eWOM is the most useful and influential form of eWOM, followed by sociocultural eWOM. Economic eWOM is the least useful and influential form of eWOM.