부산대학교 도서관

The aim of this study was to explore the word of mouth motivation of travel experience. In order to empirically examine the word of mouth motivation, a survey of university students(n=139) who participated in a field trip was conducted during November 11 to 12, 2014 in Busan, Korea. The results indicate that word of mouth motivation is classified into "helping the tourism destination", "concern for other consumers", "social benefit", "self-enhancement", "venting feeling" motivation. The "self-enhancement" motivation shows significant differences by gender and "concern for other consumers", "social benefit" motivation shows significant differences by the prior visit experience to the destination. The "helping the tourism destination" motivation is significantly higher for satisfied travelers, while "venting feeling" motivation is higher for dissatisfied travelers. Individuals with high network centrality show a high "self-enhancement" motivation, while the group with low centrality tends to spread WOM for venting their feeling. Discussions on theoretical and empirical implications are provided with the direction for future study.