Influence of e-WoM on Responsible Choice of Tourist Destination: A Structural Equation Model

Abstract:The influence of social media networks on tourist intention to choose a responsible destination is tested by extending the Theory of Planned Behaviour (TPB). Structural Equation Modelling was used to test the established theory and analyse the new variables. Results reveal that e Word of Mouth (e-WoM) does not directly influence intention to choose a responsible destination, whereas it affects destination image, attitude, and perceived behavioural control (PBC). This study implies that the tourism industry should focus on getting consumers to generate more positive content by satisfying them on the green fronts. A more sustainable tourist behaviour can be achieved as e-WoM has a significant impact on attracting tourists. So far, there is no study focusing on eWoM in TPB concerning responsible destinations when responsible tourism is a critical factor, especially post COVID 19, this research is therefore first of its kind.

Keywords: Responsible Choice, Responsible Tourism, Social Media Networks, Tourist expectations, User Generated Content