A STUDY ON ELECTRONIC WORD OF MOUTH (EWOM) DETERMINANTS INFLUENCING TOURIST PURCHASE DECISIONS

Abstract

In the digital era, electronic word of mouth (eWOM) has become a critical factor influencing
consumer behavior, especially in the tourism industry. This study explores the determinants of
eWOM that affect tourist purchasing decisions, focusing on factors such as source credibility,
valence, volume of information, and receiver characteristics. The findings suggest that eWOM
significantly impacts consumer decisions, and its effectiveness is determined by the perceived
credibility of the source, the relevance of the information, and the characteristics of the
receiver.