Assessment of Ecotourism Travel Risk on Word-of-Mouth: Via Fuzzy Set Perspective
- 1 Department of Marine Leisure Management, National Kaohsiung Marine University, No.142, Haijhuan Rd., Nanzih Dist., Kaohsiung City 811, (R.O.C.), Taiwan
- 2 Department of Marketing and Distribution, ChienHsin University of Science and Technology, No. 229 Jianxing Rd., Zhongli City, Taoyuan County 320, (R.O.C.), Taiwan
- 3 Department of Business Administration, National Taiwan University of Science and Technology, No.43, Sec.4, Keelung Rd., Taipei City 106, (R.O.C.), Taiwan
Abstract
Because of the subjective cognition on Word-Of Mouth (WOM) influence and the fuzziness on perceived-risk judgment, perceived risk in WOM Influence is a venture variable, which cannot be measured directly. The aim of this study is to define the mathematics meaning of the influence and develop a new fuzzy set method to build the influence membership function to exactly measure the perceived risk in WOM influence. From the fuzzy synthetic index of WOM influence, we can understand the membership grade for each influence factor, which reflects the WOM receivers’ preference cognition and value. Finally, we use the Taiwan consumers of the ecotourism as an example to do empirical study. The result shows that the financial and physical risks attributes in WOM are higher and more significant. This implies that consumers have the characteristic of higher perceived risk in WOM and they prefer the averse strategy of buying the ecotourism assurance.
DOI: https://doi.org/10.3844/ajassp.2013.507.514
Copyright: © 2013 Fangyi Liu, Cheng-Hsi Fang, Hsueh-Lan Chan and Tom Meng-Yen Lin. This is an open access article distributed under the terms of the
Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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Keywords
- Word-of-Mouth
- Perceived Risk
- Ecotourism
- Fuzzy Set