Factors that influence cultural tourists to use e-WOM before visiting Montenegro

Abstract

Aiming to expend the existing knowledge regarding behavioural patterns of cultural tourists who are visiting Montenegro, the purpose of this research is to identify the main reasons that motivate cultural tourists to use e-WOM as a source of information about this destination. To fulfil this task a structured questionnaire was designed and a field research was carried out during 2019 among 376 cultural tourists who used e-WOM to gain more information about Montenegro. Twenty seven indicators were identified and grouped in three groups of factors of influence which were examined using one-way analysis of variance and independent sample T-test. Besides the respondents 'personal attitude, the research shows that certain demographic characteristics and the respondents' country of origin influenced their propensity in using e-WOM prior to visiting this destination. By identifying concrete reasons why cultural tourists use e-WOM, this study offers insights that can be useful in designing future destination marketing strategies.