Image‐Generated Word‐of‐Mouth: A Catalyst for Visiting Friends and Relatives (VFR) Tourism?

Abstract

This research introduces and tests the concept of image‐generated word‐of‐mouth (iWOM), extending the scope of visual rhetoric and emotional contagion theories. Using collected paired data and PLS‐based structural equation modeling, this study examines the role of sojourners as adept visual influencers and of their images as critical marketing vehicles in VFR tourism. The findings demonstrate that sojourner iWOM influences the overall impression of receiving friends and relatives, a key mechanism that facilitates an intention to visit/engage in VFR tourism. Additionally, this study clarifies the intervening role of tie strength in the consumption of iWOM between two subgroups (friends/relatives), where tie strength is only found to strengthen the effectiveness of iWOM in shaping the perceptions and subsequently, visit intentions of the friends subgroup. Collectively, the findings provide initial insights into using online initiatives in marketing to target the difficult‐to‐reach VFR segment—a key segment in post‐crisis recovery.