The Relationship Between Electronic Word-of-Mouth, Travel Intention and Forwarding Information: A Study in Da Nang City

Tóm tắt

The aims of this study are to identify the relationship between concepts in eWOM, travel intention, and forwarding eWOM. In particular, we explore and test the new relationship between visual cues of eWOM and the useful information of eWOM. This study uses a mixture of qualitative and quantitative methods. We use in-depth interviews with experts to build models and scales. Quantitative research is carried out using SmartPLS4 to test the structural equation modeling (SEM). The results of the study determined the existence of relationships in the model, especially the relationship between visual cues and useful information and the relationship between the need for information and information adoption, which are accepted in this research. This study has important implications in the context of eWOM. This study adds to the eWOM theory and reinforces the assertions of previous research on visual cues and forwarding eWOM. The practical meaning will help marketers and tourism managers apply to come up with solutions to attract more tourists to their destination.