Are Recommendations of Venturers Valuable? – a Study of Word-Of-Mouth Communication Behavior of Variety-Seeking Tourists and Opinion Leaders

Word-of-mouth communication is generally seen as particularly influential in consumer de-cision making. Most research is focused on the following questions. Do people give recom-mendations? How many people give recommendations? How often do they give recommen-dations? However, service providers need to know whose recommendations are more valu-able for them. These people must be identified and encouraged to word-of-mouth communi-cation. Therefore it is necessary to segment customers according to their influence on others. Recommendations of opinion leaders are assumed to be particularly influential. The results of our empirical study indicate that venturers are often opinion leaders at the same time.



Citation:

Herbert Woratschek and Chris Horbel (2005) ,"Are Recommendations of Venturers Valuable? – a Study of Word-Of-Mouth Communication Behavior of Variety-Seeking Tourists and Opinion Leaders", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 469-470.

Authors

Herbert Woratschek, University of Bayreuth
Chris Horbel, University of Bayreuth



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality

Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy

Read More

Featured

F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.