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Travel research consistently shows the importance of word-of-mouth (WOM) information sources in the travel decision-making process. Friends and relatives have been identified as organic image-formation agents, and it has been emphasized that this WOM information is one of the most relied-upon...

Murphy, L.; Mascardo, G.; Benckendorff, P.
Blackwell Publishing, Oxford, UK
International Journal of Consumer Studies, 2007, 31, 5, pp 517-527