Volume 18, No. 6, 2021

Evaluating The Challenges Of Electronic Word-Of-Mouth (Ewom) On Travel Destination Image: A Conceptual Study

Dr. Nazish Mushtaq , Shakeeb Mohammad Mir


With the emergence of the internet, electronic word-of-mouth (e-WOM) has become an important factor affecting consumersí product evaluation, especially in a multidisciplinary field such as tourism whose intangible products are difficult to evaluate prior to their consumption. The power of eWOM has increased over the last few years and can be used in tourism marketing to shape customerís purchasing behaviour. While making decisions regarding travel and vacation planning, potential tourists search for information of tourism products and services to reduce uncertainty and perceived risks. The study identified the role of eWOM on travel destination image and it affects on the travel decisions. The eWOM have revolutionized communications and consequently the marketing of tourism destinations and businesses. The area is rapidly evolving and the challenges and opportunities arising from it for tourism industry are already apparent.

Pages: 9423-9435

Keywords: eWOM, destination image, travel planning, tourism.

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