A study on the positive impact of eWOM in eco-tourism destinations of Vietnam

Abstract

This research study focuses on the positive impact of eWOM in determining the selection of eco-tourism destinations. A positive review of tourism destinations has significant images, content and experience. Its natural beauty, environment-friendly practices, sustainability, and other factors determine an eco-tourism destination. The paper's findings suggest that tourists research before selecting a destination. An honest review of a previous consumer has more impact on a potential customer. Travellers opt for online and offline media to judge the authenticity of the destination. This research paper also examines how electronic word of mouth (e-WOM) impacts the tourists' decision to select and visit eco-friendly destinations?