Does Electronic word of Mouth - Ewom affect to travel intention: A practical study in Danang city

Abstract

The objective of this study is to examine how eWOM influences destination image as well as intention to travel through destination image. A structural model consisted of five variables and six hypotheses were proposed about the impact of eWOM on destination image and visit intention. An experimental survey was conducted with 300 international tourists in Da Nang. In total, 300 responses from a survey were analyzed using SEM. The result indicates that eWOM has a significant and positive effect on destination image through cognitive and affective image, eWOM has a significant direct effect on visit intention, while it’s affects to the visit intention via mediated by destination image. The findings offer important implications for tourism marketing theory and practice.