Examining the role of EWOM on tourism intention for adventure tourists

Abstract

This study’s goal is to examine the impact of Adventure electronic word of mouth (AEWOM) on Adventure Tourist Attitude (ATA), Adventure Subjective Norms (ASN), Adventure Perceived Behavioral Control (APBC), and Adventure Tourist Intention (ATI). The prospective travellers are the respondents for this study. The data is collected through online and offline modes, and purposive sampling. A seven-point Likert scale ranging from “Strongly Agree” to “Strongly Disagree” is used. A total of 250 valid respondents were used for this study. We have used smart PLS 3.3.3 and a structural equation model (SEM) with partial least squares (PLS) to test the path analysis and bootstrapping to establish the relationship between the variables. This study shows that AEWOM has a positive and significant relationship with ATA, ASN, APBC, and ATI. ATA and APBC have positive and significant relationships with ATI, but ASN doesn’t have a positive and significant relationship with ATI. The paper has discussed the implications of the relationships towards tourism businesses and public policy.