“…Word of mouth is widely recognized as a tool of communication of brands, firms, films, lodgings, or recreations (e.g., Allsop, Bassett, & Hoskins, ; Chaudhuri & Holbrook, ; Crilley, Hills, Cairncross, & Moskwa, ; Liu, ; Loureiro, ). Experiences motivate consumers to communicate about one's consumption activities for the intention of expressing one's self‐concept and attracting attention to oneself (Chiu, Lin, Sun, & Hsu, ; Hennig‐Thurau, Gwinner, & Gremler, ; Rauyruen & Miller, ).…”