The influence of service quality and eWOM on revisit intention to Phu Yen coastal tourism destinations: The role of trust and perceived value

Abstract

This study investigates the impact of destination service quality (QS) and electronic word of mouth (eWOM) on the revisit intention (RE) to coastal tourism destinations. It further examines the mediating role of destination trust (DT) and the moderating effect of perceived value (PV) on these relationships. Data collected from 344 tourists visiting beaches in Phu Yen were analyzed using SmartPLS 4.0 software. The findings reveal that both QS and eWOM positively influence RE. Additionally, DT serves as a crucial mediator in this relationship, while tourists' perceived value moderates the relationship between DT and RE. The study suggests that destination managers should prioritize enhancing service quality, creating positive experiences, and encouraging positive eWOM to build and strengthen tourists' trust, thereby fostering their intention to revisit.