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5.6 Recommendations for Future Research

It is recommended for future research to identify, firstly, how word of mouth and electronic word of mouth affects destination image and travel intention based on the characteristics of the destination and secondly, how brand attribution of electronic word of mouth affects destination image and travel intention.


5.7 Conclusion

In conclusion, Malaysians’ travel intention to less travelled Asian destinations is influenced from information obtained via word of mouth communication, electronic word of mouth communication (i.e. blog, website, chat rooms and virtual community).

Malaysian’ travel intention is also influenced by the image formed of a particular destination based on the information received from word of mouth and electronic word of mouth communications. Additionally, destination image acts as the mediating effect between electronic word of mouth and travel intention.





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