How to Foster Tourist WOM Behavior in Wine Cultural Tourism Context

This study tried to investigate the influence of involvement, and subjective norms on satisfaction and tourists' WOM intentions in wine cultural context, a historic district at Yibin, China. And the mediating effect of involvement, and subjective norms on the paths from satisfaction to WOM intentions were examined. Data analyzed in this study were collected via an on-site survey and the structural equation modeling approach was employed. Results find that both involvement, and subjective norms directly contribute to the formation of satisfaction and WOM intentions. Furthermore, the positive relationship between involvement and satisfaction is evidenced. Moreover, the fully mediating effect of involvement-satisfaction-WOM and subjective norms-satisfaction-WOM has been confirmed. Consequently, both theoretical and practical implications are elaborated.