Words of Mouth on Destination Images and Intentions to Revisit
The role of electronic word-of-mouth (EWOM) in enhancing the image of tourism destinations and influencing tourists’ revisit intentions has been widely examined in the tourism literature. However, few studies have explored the moderating effect of EWOM on the relationship between destination image a...
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| Format: | Article |
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| Language: | English |
| Published: |
Sumy State University
2025-04-01
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| Series: | Marketing i Menedžment Innovacij |
| Subjects: | |
| Online Access: | https://mmi.sumdu.edu.ua/wp-content/uploads/2025/04/09_A843-2025_Huynh.pdf |
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| Summary: | The role of electronic word-of-mouth (EWOM) in enhancing the image of tourism destinations and influencing tourists’ revisit intentions has been widely examined in the tourism literature. However, few studies have explored the moderating effect of EWOM on the relationship between destination image and tourists’ revisit intentions. Furthermore, few studies have investigated these relationships in the context of Tra Vinh Province, Vietnam, an emerging and strategically significant tourism destination known for its unique cultural and natural attractions. To address this research gap, the present study aims to assess the impact of EWOM on destination image and tourists’ intention to revisit, with a particular focus on its moderating role in the relationship between these two variables. A quantitative research approach was applied to achieve the research objectives. A total of 500 questionnaires were distributed to tourists visiting ten major tourism attractions in Tra Vinh Province, which were randomly selected from a total of 71 attractions. Each site received 50 questionnaires to ensure diverse representation. After data collection, 347 completed questionnaires were deemed valid and usable for analysis, yielding a response rate of approximately 69.4%. To examine the moderating effect of EWOM, hierarchical multiple regression analysis was employed as the primary statistical technique. The empirical results provide compelling evidence supporting the significant role of EWOM in shaping tourists’ perceptions and behavioural intentions. First, the findings indicate that EWOM positively influences the image of a tourism destination at the 1% significance level, with a coefficient of 2.881. Similarly, EWOM significantly enhances tourists’ intention to revisit a destination, as demonstrated by a coefficient of 4.502 at the 1% significance level. Second, EWOM is found to moderate the impact of destination image on tourists’ revisit intentions, with an interaction effect of 0.101 at the 5% significance level. These results highlight the critical function of EWOM in reinforcing positive destination perceptions and encouraging repeat visits. From a theoretical perspective, this study extends the existing body of tourism literature by providing empirical evidence on the moderating role of EWOM in the relationship between destination image and tourists’ revisit intentions. This contribution adds a new dimension to tourism marketing research, emphasizing the interactive effects between digital consumer communication and destination branding. From a managerial standpoint, the findings offer valuable insights for tourism policy-makers and destination managers in Tra Vinh Province. By leveraging EWOM strategies, such as encouraging positive online reviews and engaging with tourists through digital platforms, tourism stakeholders can enhance a destination’s image and foster greater revisit intentions among visitors. Consequently, implementing targeted eWOM initiatives can serve as a key strategy for sustainable tourism development and increased competitiveness in the Vietnamese tourism industry. |
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| ISSN: | 2218-4511 |