Measuring Impact of Word-of-Mouth on Travel: A Study Based on Bangladeshi Tourists’ Experience at Cox’s Bazar

Abstract

Word-of-Mouth (WOM) is a source of informal communication that is
used to transmit information regarding satisfaction, value, risk as well as
behavior. Since WOM implies effective and personal communication, this study
has been conducted to analyze the impact of Word-of-Mouth based on some
factors and to utilize the results as some of the nascent opportunities in the field
of hospitality and tourism management. For the purpose of describing and
quantifying the tourism dynamics in light of the factors such as perceived value,
perceived risk, tourism satisfaction and behavioral intention, descriptive
research design has been followed as quantitative research method to measure
the impact of WOM on the experience of Bangladeshi tourists who visited Cox’s
Bazar. After statistical analysis such as regression, Anova and coefficients, the
findings suggest that Word-of-Mouth has significant impact on perceived value
and tourism satisfaction but less or no impact on perceived risk and behavioral
intention. The outcome will motivate decision makers, tourism experts,
destination managers and scholars to design and devise strategies for
developing tourism framework.