001-136 Tourism 2015 01EN.indd

Th e purpose of this study focus es on the extent to which electronic word-ofmouth (eWOM) and the image of Macanese gastronomy tourism infl uences tourists' intentions, based on samples of those who use the Internet, to search for information about Macanese gastronomy. Th is study was conducted from April to June 2013. A quantitative research method was adopted and online questionnaires were distributed to those participants who were members of online communities or travel groups. An incentive strategy was also used to increase response rates. Following data collection, the analysis was carried out. Th e fi ndings revealed that the image of gastronomy tourism and eWOM had signifi cantly positive eff ects on tourists' intentions, and electronic word of mouth had a signifi cantly positive relationship with the image of Macanese gastronomy tourism. Th is suggests that both are leading factors in attracting tourists; therefore boosting the travel industry in Macau. Additionally, the image of cuisine held a stronger perception than image of restaurants and food related activities. Th e dimension of sociability held more credibility in comparison to other aspects of eWOM. Th is perhaps suggested that the image of gastronomy tourism had not been delivered suffi ciently to tourists. Th e fi ndings attempted to provide evidence for the Macau Government Tourism Offi ce and website operators to eff ectively promote the image of gastronomy tourism in Macau. Internet use was explored in terms of motivating tourists to travel for reasons of gastronomy in order to create a reasonably valid construct for use in market segmentation purposes.