LOCUS OF CONTROL THEORY IN TREATING TOURIST BEHAVIOR: THE THEORY ROOTS AND RESEARCH DIRECTION IN DESTINATION BRANDING FIELD

We aim to shed light on this issue by reviewing the roots and development of the locus of control theory. Moreover, we will introduce how we can use this development, in theory, to provide a new research direction in the tourism service field. A theory-based review was conducted to investigate the locus of control theory roots and its potential implications in the tourism industry using the Australian Business Deans Council (ABDC) list to explore the current literature. We followed the PRISMA methodology to collect the data from the Scopus database as well as Google Scholar and ResearchGate. The study found that the locus of control theory has its roots in social psychology and has been developed over the years to explain individual differences in behavior and decision-making. In the tourism service field, we found that understanding the locus of control can help service providers tailor their services to meet the needs and expectations of different types of tourists. This will contribute to attribution literature in psychological aspects and tourism literature with a deep understanding of how tourists behave and interpret differently

Power of eWOM and Its Antecedents in Driving Customers’ Intention to Revisit: An Empirical Investigation on Five-Star Eco-Friendly Hotels in Saudi Arabia

In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this study aimed to empirically investigate several relationships within the setting of five-star eco-friendly hotels in Saudi Arabia. These included: (1) the direct impact of perceived quality (PQ), positive emotional experience (PEE), and customer satisfaction (CS) on promoting positive eWOM; (2) the potential intermediary role of CS in the connections between PQ, PEE, and eWOM; (3) the direct influence of eWOM on intention to revisit (ITR); and (4) the potential intermediary role of eWOM in the PQ–ITR, CS–ITR, and PEE–ITR relationships. To achieve these objectives, an online questionnaire was developed and directed to a sample of Saudi individuals who have stayed in five-star eco-friendly hotels, particularly in Riyadh City. Based on their previous interactions with these hotels on the TripAdvisor website during the last six months and their willingness to participate in the field study, a convenience sampling technique was utilized to select participants for data collection. The study mainly focused on Saudi individuals to investigate their behaviors and attitudes toward eco-friendly hotels, which have been considered a growing trend in the country in recent years. Participants were emailed individually, and a total of 423 acceptable forms were gathered and subjected to analysis using the PLS-SEM method. The research’s findings revealed that PQ had the strongest predictive power for promoting positive eWOM, leading to a greater increase in ITR than PEE and CS. Moreover, the study identified the significant mediating influence of CS in exploring how PEE and PQ contribute to customers’ intention to spread positive eWOM. Additionally, the results showed the substantial role of eWOM in mediating the relationships between PQ, PEE, CS, and ITR. Based on these findings, the study suggests practical implications for hotel operators and marketers looking to promote positive eWOM and increase revisit intentions