How do Destination Management Organization-Led Postings Facilitate Word-of-Mouth Communications in Online Tourist Communities? A Content Analysis of China’s 5A-Class Tourist Resort Websites

Abstract

This study contributes to the extant literature on destination management organization (DMO)-led postings used in the online tourist community as a means to facilitate word-of-mouth (WOM) communications. Our proposed framework summarizes key antecedent variables of the usage rate and activity level of online community, number and types of information, and consumer responses. It examines the active role of DMO-led postings as a WOM communication tool to influence tourist attitudes and facilitate potential travelers' decision making. The results demonstrate that message sender and message format have both a main effect and an interactive effect on the number of information cues and consumer responses. Research contributions, managerial implications, and future research directions are considered.