Factors Influencing Word of Mouth Among City Residents

Comparative Study Between Men and Women

Abstract

The impact of the COVID-19 pandemic on tourism has significantly reduced the flow of visitors to cities, halting the growth of a sector that had been expanding in esiden years. Cities now urgently need to attract tourists back to their territories. In this effort, the role of local residents cannot be overlooked, as their word of mouth (WOM) promotes the experiences, infrastructure, and atmosphere of their cities. However, city-related WOM differs between men and women. Within this context, the aim of our study was to explore the factors that influence WOM among male and female city residents, identifying infrastructure, atmosphere, and perceived psychological well-being as key influencing factors. This cross-sectional study collected data through a questionnaire, resulting in a sample of 428 individuals. Hypothesis testing was carried out using SMARTPLS software and confirmed that infrastructure, atmosphere, and perceived psychological well-being positively influence residents’ WOM. In this regard, our research contributes to guiding city officials in developing initiatives aimed at engaging citizens to promote local heritage and encourage tourists to visit their cities through resident-driven advocacy.