@article{MAKHILLIBM202115927577,
    title = {Interconnection of Tourism and Migration via. Word of Mouth Marketing},
    journal = {International Business Management},
    volume = {15},
    number = {9},
    pages = {362-372},
    year = {2021},
    issn = {1993-5250},
    doi = {ibm.2021.362.372},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2021.362.372},
    author = {Ebrahim and},
    keywords = {inese immigrants,destination image,food neophobia,language divergence,satisfaction,word of mouth},
    abstract = {Tourism and migration are an increasing and
complementary outcome of globalization. Even though
the interrelation of the two is confirmed by many studies,
the motivation of migrants to invite their friends and
relatives is untouched. China is the leading source of
outbound tourists and half of them visit places
reco5mmended by their friends and relatives. The study
was aimed to examine factor that affect spreading positive
word of mouth among Chinese business immigrants about
visiting Ethiopia. An explanatory Sequential mixed design
was employed to achieve the objective of the study and
the data was collected one time. The quantitative data
were collected from 205 Chinese workers in Eastern
Industry Zone with convenience sampling method and the
qualitative data was collected from 7 selected Chinese
business immigrants through interview as post hoc
analysis. Eastern industry zone was selected purposively
as the study area. Hierarchical regression analysis was
conducted by using SPSS to analyze the data. The
findings revealed that destination image and perceived
value hadn’t a statistically significant effect on spreading
positive word of mouth among Chinese business
immigrants. On the other hand, the findings showed that
food neophobia and language divergence had a
statistically significant and negative effect on word of
mouth of Chinese business immigrants who are working
in Eastern Industry zone. Only satisfaction had a positive
significant effect on word of mouth. Therefore, the
destination marketers should consider immigrants as a
resource for tourism and they should work on the
antecedents of word of mouth. Based on the findings of
this study, the concerned body should give awareness and
information about local foods to improve their
acquaintance with local food and to minimize worker’s
novelty and government should encourage private sector
to establish Chinese restaurants and minimize the negative
effect of language divergence, concerned bodies should
work to fulfill Chinese speaking service provider or man
Tower. All those allow the tourism product and
service marketers to increase invited customers
beyond the actual customer or business immigrants.}
    }