The Impact of Electronic Word-Of-Mouth (EWOM) on Ecotourism Destination Choice

Abstract

Electronic word-of-mouth, or eWOM, has become a significant influence on how tourists make decisions, especially in the rapidly expanding ecotourism industry. Ecotourism research is still scattered and underdeveloped, despite the fact that many studies have looked at eWOM in general tourism contexts. By synthesizing existing literature and incorporating theoretical viewpoints, such as Source Credibility Theory, the Information Adoption Model, the Theory of Planned Behavior, and Destination Image Theory, this conceptual paper fills this gap and creates a comprehensive framework that explains how eWOM affects ecotourism destination choice. The framework identifies the following important factors: moderators (eco-consciousness, generational differences, and previous travel experience), mediators (destination image, trust in sustainability practices, and memorable tourist experiences), and antecedents (eWOM credibility, quality, and valence). Future empirical testing will be guided by the hypotheses put forth. This report advances theoretical knowledge, laying the groundwork for further research and useful advice for ecotourism destination marketers looking to use eWOM to promote sustainable travel experiences.