The Infl uence of Electronic-Word-of-Mouth on Travel Intention among Foreign Students in Malaysia: Does Gender Really Matter?

Gengeswari Krishnapillai and Kwok See Ying
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Gengeswari Krishnapillai: Department of Marketing, Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti Bandar Barat, 31900, Kampar, Perak, Malaysia
Kwok See Ying: Department of Marketing, Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti Bandar Barat, 31900, Kampar, Perak, Malaysia

International Review of Management and Marketing, 2017, vol. 7, issue 1, 475-483

Abstract: As an attractive educational hub within this region, Malaysia currently accommodates an enormous number of foreign students. These students are known for their inclination towards tour and travel activities during their spare time. In view of the potential contribution of foreign students’ travel activities towards the nation, this study attempts to examine the tour behaviour among foreign students in Malaysia. This study specifi cally focuses on the foreign students’ travel intention and possible infl uences of electronic-word-of-mouth (E-WOM) on their travel intention. In addition, this study intends to determine the infl uence of gender differences on the impact of the E-WOM towards students’ travel intention. The foreign students pursuing their tertiary education in Limkokwing University located at Cyberjaya, Malaysia comprise the population of this study. Snowball sampling was used to draw 500 representative elements for the study’s self-administrated survey. Structural equation modelling analysis was used to analyse the data collected. Findings revealed that E-WOM signifi cantly infl uenced the foreign students’ intention to travel in Malaysia. Nonetheless, an insignifi cant moderation effect of gender on the relationship between E-WOM and travel intention was found. Following a detailed discussion on the fi ndings obtained, this study presented several managerial implications alongside recommendation for future researches.

Keywords: Travel Intention; Electronic Word of Mouth; Gender Differences (search for similar items in EconPapers)
JEL-codes: C30 M31 (search for similar items in EconPapers)
Date: 2017
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