The relationship between the trust of vietnamese holiday makers on electronic words-of-mouth (ewom) and their intention to follow ewom under the impact of attitude towards ewom as a mediator

Abstract

The purpose of this piece of research is to study how Vietnamese holiday makers trust eWOM, leading to their intention to follow these type of online reviews, with the impact of their attitude to eWOM as a mediating factor. From the result, the impacts of honesty, competence and benevolence of different kinds of eWOM on attitude towards eWOM and the intention to pursue it are affirmed. Meanwhile, the findings also indicate that the role of attitude in mediating the relationship between trust in eWOM and intention is not strong. In general, this study has a significant value for the tourism industry in adopting eWOM to boost their marketing campaign.