Electronic Word of Mouth, Attitude, Motivation, and Travel Intention in the Post-COVID-19 Pandemic

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DOI:

https://doi.org/10.29036/jots.v14i27.603

Abstract

The COVID-19 pandemic has prompted individuals to spend more time searching for information on social media channels. Although most countries have entered a new normal, these channels still play a crucial role in people's decisions. Therefore, this paper aims to analyze the relationship between electronic word of mouth and the attitude, motivation, and travel intention of potential tourists. To achieve this objective, an online survey has gathered 431 valid responses for analysis. Structural equation modeling was employed to investigate the relationships between variables in the proposed model. We find evidence to show that eWOM positively affects potential tourists’ travel intentions, while attitude and motivation play positive mediating roles in the effect of eWOM on customers' travel intentions. These results suggest the received information from online reviews, along with optimistic attitudes and motivations, can promote potential tourists’ decisions. Moreover, while eWOM can be a useful source to grasp customers’ demands, it may also spread unfavorable reviews about the destination. Hence, stakeholders should try to well manage eWOM because if eWOM conveys positive messages, it can help boost tourism in the post-coronavirus pandemic. The paper contributes to the current literature by identifying a critical variable affecting customers’ travel intention during the post-pandemic era.

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Author Biographies

Le Thanh Tung, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Le Thanh Tung  is an Associate professor and the Acting Dean at the Faculty of Economics and Public Management, Ho Chi Minh City Open University, Vietnam. His research interests are socio-economic policy analysis, public policy assessment, managerial economics and solutions for social issues. He has published some papers in international scientific journals (in Scopus and SSCI list) such as Asian Journal of Technology Innovation, Applied Economics Letters, Asia Pacific Journal of Social Work and Development, Post-Communist Economies, Journal of Product & Brand Management, or Behaviour & Information Technology.

Duong Tien Ha My, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Duong Tien Ha My is a lecturer at the Faculty of Economics and Public Management, Ho Chi Minh City Open University. She is a Ph.D. student now. Her current research interests include tourism economics, customer behaviour and business economics. She has some publications in peer-reviewed journals (in Scopus and WoS list), such as the Montenegrin Journal of Economics and the Organizations and Markets in Emerging Economies. Duong Tien Ha My is the corresponding author of this paper.

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Published

2023-12-18

How to Cite

Tung, L. T., & My, D. T. H. (2023). Electronic Word of Mouth, Attitude, Motivation, and Travel Intention in the Post-COVID-19 Pandemic. Journal of Tourism and Services, 14(27), 181–196. https://doi.org/10.29036/jots.v14i27.603