Electronic word-of-mouth in the tourism industry: Impact on Vietnamese consumer decisions

Abstract

As society advances, rising income levels and improved quality of life have led to a growing demand for travel, making tourism a key economic sector. This has intensified competition among destinations to attract tourists. Understanding the factors influencing tourists' decisions is crucial for developing effective strategies. This study explores the role of electronic word-of-mouth (eWOM) in travel destination selection. Building on existing research, the study developed a theoretical framework and model to examine how eWOM impacts tourists' choices. Quantitative research revealed that eWOM information acceptance, destination perceptions, and the comparison of destination options positively influence destination selection. Four factors the amount of eWOM Information, the Quality of eWOM, Care for eWOM information, and the level of engagement with eWOM channels—also enhance the Acceptance of eWOM information. Based on these findings, the authors propose solutions for government agencies, businesses, and tourists to improve travel destination choices and support the tourism industry. The results offer tourism businesses insights into leveraging digital communication and developing online platforms while guiding tourists in evaluating information and making informed decisions. In conclusion, the study highlights the importance of eWOM in shaping travel destination selection, positioning it as a cost-effective marketing tool for businesses to prioritize.