The impact of electronic word of mouth (eWOM) on tourists' attitudes towards Hue's destination
Vol. 132 No. 5A (2023), Original Article
Vol. 132 No. 5A (2023)

The impact of electronic word of mouth (eWOM) on tourists' attitudes towards Hue's destination

Original Article
https://doi.org/10.26459/hueunijed.v132i5A.7129
Published 2023-04-20
Nguyen Thi Le Huong
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Phan Thanh Hoan
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
PDF (Vietnamese)

Keywords

eWOM
attitude
destination
Hue
tourists eWOM
thái độ
điểm đến
Huế
khách du lịch

Abstract

This study aims to analyze the influence of electronic word-of-mouth (eWOM) on tourists' attitudes towards the tourist destination of Hue. From the proposed research model, three factors, namely eWOM, destination image (HADD), and destination attitude (TDDD), were established with 17 measurement variables. The results of SEM analysis show that eWOM directly influences the formation of HADD for those who search for information online and tourists' attitudes towards the destination. HADD plays an important intermediary role in the relationship between eWOM and TDDD. In the relationship between these factors, eWOM is the source that promotes positive perception of tourists towards HADD and TDDD. Therefore, the recommendations focus on improving the factors of the destination to create positive eWOM; enhancing the accessibility of eWOM to both writers and readers; and actively exploiting and controlling the eWOM information sources of destinations.

https://doi.org/10.26459/hueunijed.v132i5A.7129
PDF (Vietnamese)

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