Sample Solution

28,000 respondents across fifty six countries concluded that word of mouth recommendation from friends and family members was chosen by ninety two percent of those surveyed as the most trustworthy source of information (advertising) whilst online consumer opinions had a lower trust rate of seventy percent.

Furthermore the survey highlighted that of those surveyed only forty seven percent said they trusted ads on television .

The reason for word of mouth communication been seen to show a high level of trust is due to the fact that it comes from friends or family members and therefore is deemed more trustworthy than consumer opinions posted online (E-WOM) (Mack et al., 2008)

Positive word of mouth experiences comes from tourists that have had an experience with a destination that has either matched or well exceed their expectations . These individuals will be most likely to speak highly about it to friends and family (Litvin et al, 2008) immediately after they return from their holiday thus resulting in the perception that the destination is of high quality and will meet or even exceed the expectations of potential visitors hence highlighting the fact that word of mouth recommendations do in fact impact on the decision making process. However if the tourist has a negative experience of the destination they will be like to prescribe a negative word of mouth account of their experience to friends and family thus creating a negative image of that destination in the minds of potential holiday makers ultimately forcing them away from choosing that destination.

In summary word of mouth recommendation are heavily based on the perceived image an individual has of a destination and whether the destination has proven to be a worthy choice and has exceeded the expectation of the individual. If so, the individual will be more than likely to provide a positive WOM recommendation to his or her friends and family. Going by the existing literature