The Effects of Electronic Word-of-Mouth (E-WOM) on Integrated Results and Destination Picture of Traditional Image of Tourists

Abstract

This research aims to explore the impact of the creation of the destination picture of conventional and electronic WOM. This study aims primarily to investigate the effect of conventional and electronic WOMs on the understanding of the destination and classify which kind of WOMs (personal or commercial) are the most reliable sources. This research is also aimed at contrasting the positive and negative WOM in terms of its impact on the reputation of a tourist destination. This study categorised personal WOMs as a non-commercial source with a clear link between the sender and the recipient. On the other hand, commercial WOM information negatively correlates with the proximity between the sender and the recipient of information. Destination photographs are relevant since they contribute to decision-making and represent the number of tourism goods and services sold. WOM connectivity often impacts destination interpretation. However, the integrated results on the destination picture of traditional WOM and electronic WOM remain clear. This research explored the key facets of WOM’s impact on tourism experience concerning conventional or electronic WOM, personal and commercial WOM, and positive or negative WOM. The study’s findings affirm that conventional WOMs are more dominant than E-WOMs on destination photos, both personal and commercial E-WOMs. For WOMs, traditional WOMs are more successful than commercial E-WOMs on the picture in the destination; nevertheless, personal E-WOM seems less impactful than the commercial E-WOM on the image.