Critical factors in the identification of word-of-mouth enhanced with travel apps: the moderating roles of Confucian culture and the switching cost view

ABSTRACT The constant changes in new technology are affecting China's tourism environment. Tourists have become increasingly reliant on travel apps when searching for a tourism destination. This study reinvestigates whether the perception of an app advantage influences word-of-mouth (WOM) intentions through satisfaction and stickiness in the dynamic tourism environment of China. Mediation–moderation hypothesis is applied to build a conceptual framework of support for a proposition explaining how travel apps influence WOM. This study also explores the role of Confucian values and switching costs in this context. These findings provide important insights into why and when travel apps influence tourists’ tourism behaviors.